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.
Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.
In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.
If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.
The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?
Are you sure they wont start a platform that the cheese is white, pretty sure that is racist
Hite
New brand name for Coon Cheese revealed
Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...
ravi H
10 lessons Telstra has learnt through its T22 transformation
thanks
Lillian Juliet
How Winedirect has lifted customer recency, frequency and value with a digital overhaul
Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....
Sheetal Kamble
Jurlique’s move to mobile POS set to enhance customer experience
I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...
Catherine Stenson
Have customers really changed? - Marketing edge - CMO Australia