Spanish wine manufacturer Barbadillo has launched a consumer-focused marketing campaign using Thin Film Electronics’ (Thinfilm) SpeedTap tags and CNECT Brand Analytics SaaS Platform.
The Dando en el Blanco campaign involves 126,000 near field communication (NFC) enabled ‘smart’ bottles of Castillo de San Diego wine.
Scheduled to run until 31 August, the campaign is expected to allow the winery to engage directly with consumers and collect important consumer data.
Through a customised NFC-enabled neck collar, consumers can tap the wine bottles with their smartphone to receive more information about the promotional campaign.
In February 2016, Barbadillo added Thinfilm’s OpenSense NFC tags to its Versos 1891 ultra-premium sherry bottles.
The initiative enabled product authentication to prevent counterfeits and unauthorised refills.
Barbadillo marketing & communication director Alvaro Alés said: “Given the success Barbadillo experienced in using OpenSense tags with Versos 1891, we were eager to explore other ways to deploy the technology.
“As a family-owned winery, connecting directly with consumers has always been important to us. Thinfilm’s NFC solution gives us a proven channel through which to easily and effectively accomplish that.”
The connected bottles will be sold through 15 major supermarket chains and superstores.
SpeedTap tags attached with the bottles are thin, flexible labels integrated with a product’s packaging or label.
They can be read with the tap of an NFC-enabled smartphone or device even without the specific app.
After being tapped, the tag connects with Thinfilm’s cloud-based software platform CNECT to deliver relevant information wirelessly.
Image: Barbadillo uses Thinfilm’s technology to launch Castillo de San Diego NFC bottles in Spain. Photo: courtesy of Thinfilm.