Unveiling a new NFC-enabled bottle...
Jameson is gearing up for the St. Patrick's Day festivities by introducing the brand's first "connected" bottle, offering fans of the famous Irish whiskey access to unique content and competitions.
The limited edition bottle is Jameson's first NFC-enabled product in Ireland and is the work of Steve McCarthy, as the company continues its tradition of commissioning a piece of original art for its bottle to celebrate the country's national holiday.
Tapping the Jameson family crest with an NFC-enabled Android device will put you in the running for prizes in two ways:
1. Instant Win – Complete the simple user journey for the chance to instantly win a pair tickets for the soon-to-be-reopened tour at the Jameson Distillery Bow St.
2. Ultimate Jameson Experience – The prize includes tickets to the Jameson Bow St Sessions as well as overnight accommodation and transfers.
While the bottle will be available worldwide, the NFC technology is exclusive to Ireland. The campaign was developed as part of an ongoing partnership between Internet of Things-focused agency SharpEnd and Jameson owners Irish Distillers Pernod Ricard, following research at the Absolut Company’s innovation lab in Stockholm.
Catherine Casserly, Jameson's marketing director for Ireland, said:
"We are thrilled as a brand to be leading the way in using NFC enabled products as a marketing tool in Ireland.
"Jameson continues to grow all over the world and we are always looking for new ways to engage consumers in a meaningful way. This limited edition bottle is the first Jameson 'connected' bottle and we are delighted to be able to debut this innovative technology in our home market."
SharpEnd founder Cameron Worth commented:
"Bottles are now able to drive localised content, providing an entirely new way to communicate with consumers and bringing the brand directly in front of their target audience, presenting the opportunity to drive brand loyalty through service delivery.
"The Jameson connected bottle is another step in the right direction for the Pernod Ricard group as we work together to explore how the IoT can be leveraged to deliver consumer value."
The new promotion arrives as Jameson posts surging sales for 2016. The value of Jameson sales shot-up by an impressive 20% in the second half of the year, as the total number of cases sold rose to 5.7 million.
This came as the total volume of the whiskey shifted grew by 16%.
Pernod Ricard noted that new innovations from its brands added 1% to the group's overall sales and that the Jameson 'Caskmates' collaboration with Cork’s Franciscan Well Brewery has proved particularly popular.