Bundaberg Rum has launched new cans in anticipation of the football finals, tying in with the Bundaberg Legends mobile phone app. The image on the can utilises recognition software, creating an interactive experience for drinkers.

The cans feature images of rugby league and Aussie Rules stars  Wally Lewis and Robert ‘Dipper’ DiPierdomenico. When coming together, as they would when cheersing, the picture created by the 2 cans can be scanned by the app, which then prompts a video telling the story of the legends.

Every week there’ll be a new video to view. Diageo Australia hopes this will drive customer engagement with the product.

The Bundaberg Legends app can be downloaded for free from the Google Play or iTunes stores or you can find out more at http://www.theshout.com.au/2015/09/28/article/Bundaberg-launches-interactive-cans/MQDGPXMPKK.html