Creating Multichannel Brand Experiences: Interactive Beer Labels, Augmented Reality and Performance Marketing

1. Organising Institutions & Partners

Carinthia University of Applied Sciences: FH-Prof. Dr. Bernhard Guetz, Mag. Martin Schellrat, Albert Luger, M.A.

Partner Institutions: Santarém Polytechnic University (Prof. João Cabral), Universidad Francisco de Vitoria (Prof. Maribel Castro Diaz), Latvian Academy of Culture (Prof. Aija Lūse)

External stakeholder: Hirter Brewery (Privatbrauerei Hirt, Austria) – one of Austria’s most established independent breweries, providing the real-world challenge for the course. www.hirterbier.at/en

The challenge focuses on transforming a conventional beer label into a digital touchpoint that connects consumers with engaging content and measurable marketing interactions. Students explore how technologies such as augmented reality, QR-code tracking and digital engagement analytics can enhance customer experiences and provide valuable insights for brands.

By addressing a real business challenge, participants gain practical experience in digital-marketing innovation, customer-experience design, branding and data-driven decision-making, while collaborating in an international and interdisciplinary environment.

Aims: connect a traditional product with emerging digital technologies · design physical-digital customer experiences · apply augmented reality and performance marketing to a real brief · foster international, interdisciplinary teamwork · develop data-driven, measurable marketing thinking · deliver a professional pitch to industry stakeholders.

1. Online preparatory phase (December 2026) – Participants explore key concepts of multichannel marketing, interactive brand experiences, augmented-reality applications and performance marketing. International teams are formed, and students take part in guided discussions, stakeholder briefings and preparatory assignments.

2. On-site mobility week (18–22 January 2027 · Villach, Austria) – Workshops, design sprints, stakeholder interactions and challenge-based project work on the Hirter Brewery challenge. Teams develop concepts for special-edition beer labels linked to occasions such as Mother’s Day or Father’s Day, integrating interactive elements, AR experiences and performance-marketing mechanisms. Students refine their concepts, receive expert feedback and prepare a final pitch.

3. Follow-up & reflection (26 January 2027) – Teams present their final concepts online and assess them with the stakeholders, reflecting on how interactive technologies can contribute to contemporary marketing strategies.

Learning Objectives:

1. Analyse the role of multichannel marketing in contemporary customer journeys.
2. Explore the potential of augmented reality for customer engagement and brand communication.
3. Apply performance-marketing principles to real-world campaign challenges.
4. Design innovative physical-digital customer experiences.
5. Develop creative solutions for an industry partner.
6. Collaborate effectively within international and interdisciplinary teams.
7. Evaluate consumer-engagement strategies using measurable marketing indicators.

Learning Outcomes – by the end of the course, students will be able to:

1. Design an interactive product experience that combines physical packaging with digital engagement.
2. Develop marketing concepts that integrate augmented reality and performance-marketing principles.
3. Apply tracking and measurement approaches to evaluate campaign success.
4. Create innovative customer-experience solutions for a real business challenge.
5. Present and justify strategic marketing decisions to stakeholders.
6. Work effectively in international and interdisciplinary project teams.
7. Reflect critically on the opportunities and limitations of emerging marketing technologies.

Open to undergraduate and postgraduate students from ACE²-EU partner universities, particularly those studying or interested in: Marketing and digital marketing · Business administration and business psychology · Communication sciences and media studies · Design and creative industries · Innovation and entrepreneurship · Information technology and related disciplines.

Especially good fit for students interested in: digital marketing and customer-experience design · branding and multichannel communication · augmented reality and emerging technologies · interactive product and service experiences · creative campaign development · consumer engagement, behaviour and performance-marketing analytics · data-driven decision-making and interactive digital storytelling · real-world industry challenges and international teamwork.

Recommended Language Level: English B1–B2 (mandatory, as English is the working language of ACE²-EU courses).

Interested applicants should apply here: https://forms.gle/kiNfcYGzEGm1kEhu7

A notification of acceptance to participate will be sent to successful applicants by the host institution. Prior to the start of the course, participants will receive a welcome email from the ACE²-EU Alliance with detailed instructions specific to the course.