Guinness is launching a new mobile marketing innovation which uses near field communication (NFC) technology to interact with consumers in a way that has never been seen before in the UK on-trade.
The new technology has been activated in the entire estate of new Guinness founts installed in outlets across Great Britain and Ireland. Guinness has already fitted 11,442 new founts in outlets in Great Britain, with a further 53,000 single and dual founts to be installed by 2015. In Ireland, 2,800 outlets have already received the new founts, with a further 12,155 outlets to receive them by 2015.
Stonegate Pub Group outlets in the UK are the first to trial the new marketing tool. Within these outlets, consumers can enable NFC technology by tapping their Smartphone against the harp on newly installed 'magic behind the gates' Guinness founts to see if they have won a complimentary pint of Guinness.
Nick Britton, Marketing Manager for Guinness Western Europe at Diageo, comments: "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."
Guinness is working with Proxama, a next generation NFC mobile commerce company that connects the physical and digital worlds, to utilise their TapPoint™ platform in powering the NFC infrastructure and enabling Guinness to deliver targeted NFC campaigns.
Miles Quitmann, Managing Director at Proxama, comments: "NFC technology in smartphones is starting to play a key role in how brands and consumers engage. Guinness is leading the field with NFC as a brand engagement technology as the first drinks brand to market with the technology and at scale. 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."