Spanish winemaker launches smart bottles
Spanish winemaker Barbadillo launched a consumer-focused marketing campaign on 126,000 NFC-enabled ‘smart’ bottles of Castillo de San Diego. The connected bottles are being sold through 15 major supermarket chains and superstores, including El Corte Inglés, Carrefour, Hipercor, Alcampo, and Eroski.
Barbadillo’s campaign, named ‘Dando en el Blanco’ (‘Hitting the Target’), enabled the winery to engage directly with consumers, deliver a compelling digital experience, and collect valuable consumer data. Through a customized NFC-enabled neck collar, consumers tap bottles of Castillo de San Diego with their smartphone to learn more about the promotion, which includes the chance to win 12 prizes of €1,000 each. Post-purchase, customers retrieve a unique code printed on the cork and enter it in the field displayed on their smartphone – along with their name and other personal information – to determine if they are a winner.
The ‘Dando en el Blanco’ campaign is the second time the company has used NFC technology in one of its products. In February 2016, the winery launched its Versos 1891 ultra-premium sherry in bottles that featured NFC tags that enabled consumers to authenticate the product and prevented counterfeits and unauthorized refills.