CONNECT THE UNCONNECTED
INTERDRINKS, France (www.interdrinks.fr) is releasing "connected bottles" in an advent calendar. The boxes with 24 selected craft beer bottles are being fitted with Near Field Communication NFC tags designed by the agency SABOCON GmbH (www.sabocon.com) to enable consumers to access product-related content with the tap of an NFC-enabled phone. The technology being piloted (including NFC tags and content-management software) is provided by Sabocon in relation with NFC 21 (www.nfc21.de) , both located in Germany.
The campaign, which begins end of September, consists of 55,000 calendars, each with an NFC tag attached to its top. The bottles are being sold at different stores throughout France and Germany with a label inviting consumers to tap the top of the calendar to access a variety of offerings such as product information for each special beer brand, videos, pictures and news around the companies involved.
The design of the calendar comes from the Swedish artist KARL GRANDIN (founder of the fashion label CHEAP MONDAY and member of the Swedish design collective VAR).
EASY TO USE FOR ALL CONSUMERS
To access product information, consumers can tap an NFC enabled phone against a calendar’s NFC tag located on the box. Now that Apple’s iOS11 allows NFC tag reading, too, the company can offer the service to all consumers.
In the long run, Interdrinks marketing managers hope not only to capture consumer interest, but also to better understand where bottles end up, as well as how much interest there is in the product, and where.