Barefoot has teamed up with the Black Eyed Peas to launch an augmented reality (AR) music experience called “Band Together” on the Barefoot Wine app that gives back to two non-profit organizations.

Barefoot is also collecting emails as part of a giveaway consumers can enter for a chance to win a virtual meet and greet with the Black Eyed Peas.

Starting today, when consumers scan the quick response (QR) code on “Band Together” store displays or the foot logo on select Barefoot products using the Barefoot app, they can enjoy a virtual AR performance by the Black Eyed Peas. 

In a 30-second video spot posted across Barefoot’s social channels, the group is shown as avatars performing an exclusive version of their newest single, “VIDA LOCA,” which they debuted at the 2020 MTV VMAs finale.

With each additional Barefoot product scanned, new parts of the “VIDA LOCA” song will be added until the full song is heard. Custom animated visuals of Black Eyed Peas will appear with each label scan.

For every label scan from now until the end of the “Band Together” campaign on December 31, Barefoot will donate $1 to the American Cancer Society and Children of Restaurant Employees (CORE), a non-profit that supports food and beverage service employees with kids— up to $100,000 total.

Products featuring the scannable AR music experience include the Barefoot Still Wines and Seltzers.

To enter for a chance to virtually meet the Black Eyed Peas, fans can either enter their email and zip code on the campaign website or follow @barefootwine and share their AR “Band Together” experience on Instagram or Twitter with the tags @barefootwine and #BFTxVidaLocaSweeps.

Barefoot’s parent company E. & J. Gallo Winery has seen a surge in sales since the pandemic as consumers host virtual celebrations and look for new ways to spend their time at home.

“The rise of virtual observances – happy hours, baby showers, birthdays and even weddings – means consumers are using technology in new ways while enjoying wine and spirits as a part of their connections. Several of our wineries are now engaging consumers through weekly virtual happy hours with winemakers and cooking demonstrations with chefs,” said Stephanie Gallo, Chief Marketing Officer, E. & J. Gallo.

Capitalizing on the increase in at-home cooking during lockdowns, E. & J. Gallo Winery launched a weekly cooking demo on Instagram Live called “Supper Series” hosted by the executive chefs of two separate California wineries.

From February 23 through May 2, when stay-at-home orders took effect, wine total dollar sales increased by 38 percent, with unit sales up by 32 percent, according to Catalina. In addition, 46 percent of wine buyers made a repeat purchase versus 36 percent a year ago.