The technology allows drinkers to tap their smartphones on an NFC-enabled neck collar to enter a contest with the chance to win 12 €1,000 prizes.
Consumer data
There is a code printed on the cork of each bottle and customers can enter it in the field displayed on their smartphone along with their name and other personal information to find out if they have won.
Davor Sutija, CEO, Thinfilm, said the campaign called ‘Dando en el Blanco’ (‘Hitting the Target’) runs until August 31, and allows the winery to engage directly with consumers, offering a digital experience and to collect valuable consumer data.
“The ‘Dando en el Blanco’ campaign featuring Castillo de San Diego illustrates a compelling use case for NFC mobile marketing – not just in the wine and spirits industry but with other consumer products as well,” he said.
It is not the first time Thinfilm has worked with Barbadillo, last year it partnered with the firm to install NFC OpenSense flexible tags on its rare sherry in ‘smart bottles’ to thwart counterfeiters, prevent unauthorized refills, and promote product authentication via a custom app and cloud-based platform which can track a product’s ‘factory sealed’ and ‘opened’ state.
“The Versos 1891 NFC initiative was highly successful, and spurred Barbadillo executives to pursue consumer engagement applications with Castillo de San Diego – one of its most successful mass-market products,” added Sutija.
SpeedTap tags
The ‘Dando en el Blanco’ campaign uses Thinfilm’s SpeedTap tags and CNECT Brand Analytics SaaS Platform.
The connected bottles are being sold through 15 major supermarket chains and superstores, including El Corte Inglés, Carrefour, Hipercor, Alcampo, and Eroski.
“Given the success Barbadillo experienced in using OpenSense tags with Versos 1891, we were eager to explore other ways to deploy the technology,” said Alvaro Alés, director, marketing and communications, Barbadillo.
“As a family-owned winery, connecting directly with consumers has always been important to us. Thinfilm’s NFC tag gives us a proven channel through which to easily and effectively accomplish that.”