To celebrate and activate the launch of their new limited edition bottle range, Jameson Whiskey has launched its first collection incorporating Near Field Communication (NFC) technology. Created in partnership with Dublin based artist, Steve McCarthy and Pearlfisher London, the bottle’s added connectivity offers users the chance to experience the rich history of Jameson.
The IoT enabled bottles, developed in partnership with SharpEnd and piloted exclusively for the Irish market, will mark the occasion of St. Patrick’s Day through a range of services and digital experiences. The content accessible through the NFC interactions will change over time, such as delivering ‘always on’ content via the Jameson mobile site after the St. Patrick’s Day promotions have been delivered.
The NFC tag is incorporated behind the crest on the front label and is supported by an instructional neck hanger explaining why and how to engage. The neck hanger also carries a URL for iPhone users whose phones don’t currently read NFC tags. When an NFC-enabled smartphone comes into contact with the product, the tag launches a URL directly in the smartphone’s browser.
NFC was selected as the engagement technology because it offers a more seamless user experience than QR codes or Augmented Reality, both of which require smartphone users to download an app before engaging.
Engaging with the NFC enabled bottle will allow consumers to access a variety of ‘staying in’ or ‘going out’ experiences:
- Jameson History – Takes consumers behind the scenes of the Jameson family and the 2017 limited edition bottle. Consumers are invited to learn more about Jameson culture and the importance behind the family motto ‘Sine Metu’
- St. Patrick’s Day experiences and recipes – Offering a comprehensive guide to St. Patrick’s Day activities whether going out in Dublin or staying at home to mark the occasion. Jameson also provide a selection of cocktail recipes
- Instant win – The chance to instantly win a pair of tickets for a tour of the recently reopened Jameson Distillery on Bow Street in Dublin
- Ultimate Jameson Experience – The Prize includes tickets to Bow Street Sessions on March 16th as well as overnight accommodation and transfers
Until recently, NFC technology has been used predominantly as a method of making smartphone payments. Brands are now starting to understand the new opportunities for the technology and this Jameson pilot follows a similar trial by Malibu (also owned by Pernod Ricard) as part of their ‘Because Summer’ campaign in 2016.
Taryn Casey, global head of digital at Irish distillers Pernod Ricard, said: “Capitalising on the development of the Internet of Things, Jameson is engaging with consumers in a new way, igniting a consumer-led desire for experiences from brands and products. With this local targeting, Jameson can connect with its consumers in a meaningful way by tapping in to consumer behaviour and trends and work towards the goal of celebrating St Patrick’s Day – the Jameson way.”
Dan Lundberg, Jameson Global Brand Director, comments: “As the industry moves in this direction Jameson is capitalising on the early adoption to drive user engagement and brand awareness in a personal and bespoke way. In the future, we look forward to multi-market propositions that champion the capabilities of hyper-localised content. With increased support for NFC this will only improve its capabilities, allowing us to create even better experiences for consumers.”