In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Guinness, the world's number one stout, is launching a new mobile marketing campaign using near field communication (NFC) technology in pub pumps to interact with consumers.
The new technology has already been activated in 11,500 pub founts across the UK and 3,000 in Ireland.
Stonegate Pub Group outlets in the UK are the first to trial the new marketing tool, which will run in 20 outlets until the end of August.
Within these outlets, consumers can enable NFC technology by tapping their smartphone against the brand's harp logo on newly installed "magic behind the gates" Guinness founts, to see if they have won a complimentary pint of Guinness.
Nick Britton, marketing manager for Guinness Western Europe at Diageo, the company that owns the brand, said: "The new NFC activity shows how we have implemented the latest technology in our founts to keep our audience engaged, whilst rewarding them with offers, vouchers, competitions and content."
Guinness is using Proxama's TapPoint platform to power its NFC infrastructure. Proxama said Guinness was the first drinks brand to use NFC in this way.