Special Jameson label art created for St Patrick’s Day
For 2017, Jameson, one of the top Irish whiskey brands owned by Pernod Ricard, celebrated by commissioning local artist Steve McCarthy to create a piece of original label art for its Limited Edition Bottle. But this year Jameson took this creativity a step further by introducing the brand’s first ‘connected’ bottle. When the Jameson family crest was tapped with an NFC-enabled Android device the user was able to access to exclusive competitions and content.
The campaign has been developed with an ongoing partnership between Pernod Ricard and SharpEnd – an Internet of Things agency based in the UK– and follows research done at the Absolut Company’s innovation lab in Stockholm.
The NFC tag is incorporated behind the crest on the front label and is supported by an instructional neck hanger explaining why and how to engage. The neck hanger also carries a URL for iPhone users whose phones don’t currently read NFC tags. When an NFC-enabled smartphone comes into contact with the product, the tag launches a URL directly in the smartphone’s browser
The bottle is Jameson’s first NFC enabled product in Ireland. There is an ease of use with NFC technology when compared to other methods of product interaction as there are no scanning apps to download and launch to gain access to the content, says the company. The content accessible through the NFC interactions will change over time, such as delivering ‘always on’ content via the Jameson mobile site after the St. Patrick’s Day promotions have been delivered.
Dan Lundberg, Jameson Global Brand Director, commented, “As the industry moves in this direction Jameson is capitalizing on the early adoption to drive user engagement and brand awareness in a personal and bespoke way. With increased support for NFC this will only improve its capabilities, allowing us to create even better experiences for consumers.”
Engaging with the NFC enabled bottle will allow consumers to access a variety of ‘staying in’ or ‘going out’ experiences. The Limited Edition Bottle 2017 is available worldwide, but the NFC technology was only enabled for Irish users.
