Inside AR Conference

Gnomes, Belgian Beer and Augmented Reality

written by Jack Dashwood in AR General on 20. Sep '13

augmented reality, 
augmented reality sdk, 
augmented reality software, 
belgian beer, 
brasserie d'achouffe, 
Houblon Chouffe, 
La Chouffe, 
Mobile Augmented Reality, 
mobile augmented reality app, 

Sounds like a recipe for good times. Or really intense WoW reenactments.

Earlier this week Phun&Dunn, a San Francisco based advertising agency, released a “gnome-powered” augmented reality app in the US for Belgian Beer company Brasserie d’Achouffe, (commonly referred to as “Chouffe”). The app, Summon the Chouffe, features two portals of entertainment, “Summon the Chouffe” and “Gnome Thyself”, to expand Chouffe’s market with new, larger ways of telling the brewery’s stories.

The Summon the Chouffe app, powered by the Metaio SDK, recognizes different gnomes and scenes on bottles, coasters, table tents and stickers using image recognition and tracking software. When a gnome or scene is recognized, the app launches a short, animated vignette that develops each beer’s unique backstory.


In this case we’re being introduced to brewing processes and tree stumps.

These enjoyable pieces help construct the world of the different beer varieties (who have their own dedicated gnome) like La Chouffe, McChouffe, and Houblon Chouffe to provide some entertainment as you enjoy your finely crafted Belgium beer.

Additionally, the “Gnome Thyself” features a series of background frames so you can take selfies or photos of friends for …charming… results.

mandy trak

The types of people you’d love to bring gnome to your mother.

Phun&Dunn tosses in a little more fun and creativity into augmented reality marketing. Be sure to download the app and try it out on iTunes or Google Play. If for whatever reason you can’t get yourself to a location that serves Chouffe (perish the thought) or carries their coasters, all the AR Content images are available at Phun&Dunn’s project website, where you can print them out or use the app on your computer or device screen.

And if that’s not enough, you can try this AR experience and so many others at Metaio’s annual InsideAR conference, October 10-11 in Munich. There’s still time to register- so pick up your ticket today and don’t miss all the exciting content we’ve got lined up.

And remember- there’s gnome place like gnome.


Jack Dashwood
Jack knew that he was interested in Augmented Reality ever since he learned how to read at age 25. Fast forward and Jack now works at the center of the universe when it comes to AR: the offices of Metaio. How did he wind up here? We don’t know, but we have yet to find a legitimate excuse to get rid of him. In the meantime we let him work on the blog and run the Metaio US PR operations. When not talking and writing about AR technology, he can usually be found augmenting his reality by more traditional means down the local pub.

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