Guinness is using Proxama's TapPoint platform to power its NFC infrastructure
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.
The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.
The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.
When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.
How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.
We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...
Helaina Berry
Predictions: 17 digital marketing trends for 2017
Interesting insight, well explained and the examples are just apt.Thanks for sharing!
FreshMindIdeas
The politics of branding - Brand science - CMO Australia
When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...
Paulina Cameron
ADMA launches education program to tackle viewability, ad fraud and brand safety
Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...
gary packer
Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making
Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...
Tom
3 ways customer data can increase online sales conversion