US-based edible products company Wana Brands has collaborated with full-service marketing agency August Allen to launch an augmented reality (AR) experience for its new cannabis product line.

The brand’s packaging features a QR code that allows consumers to enter a 3D animation experience.

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Customers can select and interact with the brand’s four new Live Rosin gummy flavours, namely Watermelon Slushy, Tropical Smoothie, Citrus Sorbet and Berry Gelato.

They can experience the service by scanning the QR code with their smartphones.

The AR experience was developed by August Allen and is compatible with both iOS and Android devices.

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In a statement, August Allen said: “The bold, detailed and colourful 3D animations surround the user with fun and interactive educational content to drive engagement.

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“These interactive features include a 360° view of 3D gummies floating around those participants can pop to hear unique, playful sounds and a terpene wheel that will take you to individual immersive flavour experiences.”

Besides the interactive content, the AR experience gives several calls to action, inviting the customer to share the experience, view product batch details or watch a YouTube video promoting the product.

By integrating Google Analytics into the experience, Wana has direct access to various engagement metrics, including the number of users and views, the average time spent in the experience, and click-through rates.

The brand claims to be the first edible company in North America and the first edible brand to implement AR technology into its packaging.

In December last year, US-based technology company Identiv partnered with ‘smart packaging’ technology provider TrueGreen to expedite the development of digitised consumer experiences for the cannabis market.

The companies are working to incorporate radio frequency identification (RFID) and near-field communication (NFC) technology into cannabis product packaging.