Jameson is pleased to share its first NFC enabled bottle in Ireland – by tapping the crest on the limited edition design label with an NFC enabled Android device, users will be led to exclusive content and competitions.
To date I find NFC technology underused and for the length of time its been actually here we are a bit behind like cast your mind back to 2014 when the Nokia Lumia 730 came out,this has NFC and it kicked off really from there but even before this in 2006 we had an NFC capable device called the Nokia 6131, This technology can make life simple and in recent times with the introduction of Android Pay we now see it in some banks but not all and hopefully in the coming year this will grow across the board with the banks and we will see more ideas come to life taking advantage of this technology..
Every year Jameson celebrates St. Patrick’s Day by commissioning an artist to create a piece of original art for its Limited Edition Bottle, and this year Jameson has taken this creativity a step forward by introducing the brand’s first ‘connected’ bottle. When the Jameson family crest on Steve McCarthy’s limited edition label is tapped with an NFC-enabled Android device, the user will get access to exclusive competitions and content.
Jameson is leading the way in the Irish market by incorporating this playful technology which, until now, many consumers would only be familiar with as a payment method built in to phones. By bringing this technology out of hiding and capitalising on the development of the Internet of Things, Jameson is engaging with customers in a new way, reflecting a customer-led desire for experiences from brands and products. The campaign has been developed with an ongoing partnership between Irish Distillers Pernod Ricard and SharpEnd – the UK’s first Internet of Things agency – and follows research done at the Absolut Company’s innovation lab in Stockholm. The Limited Edition Bottle is Jameson’s first NFC enabled product in Ireland. There is an ease of use with NFC technology when compared to other methods of product interaction such as QR codes; there are no scanning apps to download and launch to gain access to the content.
This should serve to increase completions of the user journey which will allow consumers to receive valuable content from the interaction, for example, the opportunity to win instant prizes. Engaging with the NFC enabled bottle will allow users to enter competitions and win prizes in two ways:
Instant Win – Complete the simple user journey for the chance to instantly win a pair tickets for a tour of the soon to be reopened Jameson Distillery Bow St.
Ultimate Jameson Experience – Complete the simple user journey to be in with the chance to win the Ultimate Jameson Experience in Dublin for St Patrick’s Day. The prize includes tickets to Bow St Sessions on March 16th as well as overnight accommodation and transfers.
The Limited Edition Bottle 2017 will be available worldwide, but the NFC technology will only be enabled for Irish users. With this local targeting, Jameson can connect with its customers in a meaningful way by tapping in to consumer behavior and trends and work towards the goal of celebrating St Patrick’s Day – the Jameson way.
Catherine Casserly, Jameson Marketing Director for Ireland, comments:
“We are thrilled as a brand to be leading the way in using NFC enabled products as a marketing tool in Ireland. Jameson continues to grow all over the world and we are always looking for new ways to engage consumers in a meaningful way. This Limited Edition Bottle is the first Jameson ‘connected’ bottle and we are delighted to be able to debut this innovative technology in our home market.”
Cameron Worth, founder of SharpEnd comments:
“Bottles are now able to drive localised content, providing an entirely new way to communicate with consumers and bringing the brand directly in front of their target audience, presenting the opportunity to drive brand loyalty through service delivery. The Jameson connected bottle is another step in the right direction for the Pernod Ricar
The Jameson Limited Edition Bottle is available now at €29.99 RRP.