42 Below replaces sales team with computers

AUGMENTED REALITY. EVER HEARD OF IT? WE HADN’T EITHER. BUT WE THOUGHT IT SOUNDED PRETTY COOL SO WE GOT OUR PEOPLE TO TALK TO SOME OTHER PEOPLE AND BEFORE YOU COULD SAY WORLD’S BEST VODKA WE HAD OUR VERY OWN BIT OF AUGMENTED REALITY.

So in 42BELOW’s fine tradition of attention seeking, let us present to you the Fat-boy. It’s a kind of parallel universe, an alternate 42BELOW world, that you can interact with (just in case there isn’t enough 42BELOW in your current, real world). Let’s call it Planet 42, surely the second best place in the world after New Zealand, the real life home of 42BELOW.

On Planet 42 each 42BELOW flavour sends you on a different journey, ajourney that lets you manipulate the animation in a fun and interactiveway.

Just like the creation of our world class vodka, thistechnology is breaking new ground. What do you get for giving ourFat-boy thirty seconds of your life? Fat-Boy delivers a completelyawesome audio-video experience, along with a short explanation of ourproducts. Yep, Fat-Boy is a sales guy!

So let us hook you upwith our fabulous fatty and put some 42BELOW Augmented Reality intoyour reality. From today, Wednesday 14th July 2010 until Wednesday 27thJuly 2010 the first five people each day to head down to LiquorLand onThe Strand, Parnell, Auckland, buy a 500ml or larger bottle of 42BELOW,will receive a free piece of 42BELOW bar-ware! Just send a scan orphoto of the sales receipt to jpearson@42below.com and we’ll send itout to you.*

Introduce yourself to ‘Fatty’ and trust us, it’ll be love at first sight.

For more information, contact:

Jacob Pearson

jpearson@42below.com

+64 21 242 2898

* Please note we will be checking the receipt for the date and venue of purchase. These details must be clearly visible.