5 sizzling NFC summertime applications
Every day, we read about new applications for RFID and NFC. While diverse sectors such as retail and supply chain already enjoy the benefits of the technology, B2C marketers are still trying to understand its true potential.
Back in 2016, Malibu was one of the first to have launched a test campaign using NFC in the UK. Since then several companies have followed suit in particular in the beverages and sport sectors.
This summer alone, we have seen some amazing NFC campaigns. From the FIFA World Cup fever to the hot weather we have enjoyed – ideal for a few cocktails - brands seem to have seized the moment to target their key audience and put NFC at the top of the headlines.
1. Malibu – take 2
After their trial campaign in 2016 which saw 40,000 NFC enabled bottles, Malibu made available 200,000 smart bottles in the UK and 100,000 in Germany over the summer as part of their Because Summer campaign.
By tapping on the bottles, customers could access exclusive content, drink recipes and win prizes. (photo: the absolutcompany)
2. Telstar 18 – a connected football for the World Cup
The summer started this year with one of the most popular sporting events, the 2018 FIFA World Cup. Tickets for the event contained RFID to prevent fraud and counterfeiting, and the official match ball also carried the technology.
Made by Adidas, the Telstar 18 contained NFC tags allowing consumers to interact with the ball by using their smartphone. Each ball sold contained a unique identifier giving access to exclusive and personalised content.. (photo: Adidas)
3. Havana club – NFC connected glass for quick order
Pernod Ricard have partnered with start-up BlackSheep to launch a glass containing a NFC tag allowing consumers to re-order drinks quickly via their smartphone as well as access content such as cocktail recipes.
The concept was created after studies showed that one in three customers will not order if they have to wait more than 10 minutes at the bar.
A real innovation in terms of customer experience! (photo: Pernod Ricard)
4. El Jimador tequila – building customer relationships with NFC
El Jimador tequila from Brown-Forman this summer launched their Soccer Moments campaign using smart bottles as well as connected mats and coasters.
By giving consumers the chance to win prizes when tapping the tags with their smartphone, El Jimador tequila’s objective is to create connections and lasting relationships with their customers whilst building brand awareness. (photo: El Jamidor)
5. Adidas limited edition NFC trainers – mixing music with sportswear
It’s not the first time NFC is embedded in Sportswear. The launch of Nike’s connected jerseys last September for example made the headlines.
This time, it’s Adidas’ turn with a special edition NFC enabled trainer specifically designed for the city of Atlanta to celebrate the 2018 Major League Soccer All-Star game. No access to content, promotion or prize draws but a simple link to a Spotify playlist curated by Rich The Kid. Very trendy!
(photo: Adidas)
If you too, you'd like to test the potential of NFC, contact us to discuss your project.