Guinness will interact with its customers by using a new mobile marketing innovation complete with near field communication (NFC) technology.
The new technology has been activated in the entire estate of 11,442 new Guinness founts installed across the UK, with a further 53,000 single and dual founts to be completed by 2015. In Ireland, 2,800 outlets have already been installed, with 12,155 more to be added by 2015.
Stonegate Pub Group outlets in the UK will be the first to trial the new marketing tool in 20 outlets until the end of August. Customers in the selected bars will be able to use their smartphone to enable NFC technology by tapping it against the harp on the ‘magic behind the gates’ founts to see if they have won a complimentary pint.
“Guinness is committed to using innovation to develop new marketing tools that will excite consumers and drive valuable sales for our customers. The new NFC activity is a prime example of this, and shows how we have implemented the latest technology in our founts, to keep our audience engaged whilst rewarding them with offers, vouchers competitions and content,” commented Nick Britton, marketing manager for Guinness Western Europe at Diageo.
Next generation NFC mobile commerce company Proxama’s TapPoint platform has been utilised for the activity, helping Guinness to deliver the targeted NFC campaign.
Proxama managing director, Miles Quitmann, added: “NFC technology in smartphones is starting to play a key role in how brands and consumers engage…Deploying the technology to the whole Guinness estate demonstrates how influential Diageo sees NFC in supporting mobile marketing and consumer engagement. Brands get very few opportunities to have meaningful one-to-one interactions with their consumers; NFC is changing this by allowing brands to interact with consumers that have proactively chosen to engage with them.”