Spanish winemaker mixes NFC with marketing campaign
Thin Film Electronics ASA, which specializes in NFC mobile marketing and smart products, has announced that Spanish winemaker Barbadillo has launched a consumer-focused marketing campaign using SpeedTap tags and brand analytics platform, according to a press release.
The national campaign includes 126,000 NFC-enabled 'smart' bottles of Castillo de San Diego and is believed to be the largest global deployment of NFC to date within the wine and spirits industry, according to the release. The connected bottles are being sold through 15 major supermarket chains and superstores, including El Corte Inglés, Carrefour, Hipercor, Alcampo, and Eroski.
Through a customized NFC-enabled neck collar, consumers are instructed to tap bottles of Castillo de San Diego with their smartphone to learn more about the promotion, which offers the chance to win 12 distinct $1,186.00 prizes.
Upon purchasing and opening a bottle, customers can retrieve a unique code printed on the cork and enter it in the field displayed on their smartphone — along with their name and other personal information — to instantly determine if they are a winner. The campaign, which also includes television, online, and outdoor advertising support, was launched on July 17 and will run through August 31. Several winners have already been identified.
"Given the success Barbadillo experienced in using OpenSense tags with Versos 1891, we were eager to explore other ways to deploy the technology," Alvaro Alés, director of marketing and communication for Barbadillo, said in the release. "As a family-owned winery, connecting directly with consumers has always been important to us. Thinfilm's NFC solution gives us a proven channel through which to easily and effectively accomplish that."