Jägermeister teamed up with Shazam to become part of the entertainment experience for Millennials in a multi- pronged, automated campaign called “Shazam the Stag”. Knowing that their audience craved moments that create social capital, the brand provided a digital ticket behind the scenes of the EDM (electronic dance music) scene – and it did so in the shopping aisle itself, turning every bottle, every sign, every shelf wobbler into a portal to a world of custom cocktails, bespoke playlists, and backstage access. Shoppers need only snap a picture of the Jägermeister stag. Shazam and the back-end technology did the rest. A Frontier How Far? Of the waves of hype that have washed through the Digital Revolution, the most vigorous at the time of writing are those that promise the new frontier of Virtual Reality (VR) and Augmented Reality (AR); but a frontier how far away? And, indeed, how attainable? As VR and AR are often used interchangeably and incorrectly, it behoves me to describe them clearly. In each case, technology is predicated around creating an enhanced experience. • In VR, the experience takes place in any environment that is virtual – a movie, for instance, so that there is a simulation of physical presence. • In AR, the experience takes place in a live, physical environment as a supplement