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NFC Brings Contests, Content to Limited Jameson Whiskey Bottles

The company's 2017 limited-edition bottle targeted for St. Patrick's Day features an NFC tag with which Android phone users can connect with content about Jameson, as well as enter contests at Irish events.
By Claire Swedberg

Once on the site, a phone user can access content about the company and the whiskey, and be entered into a contest. For instance, he or she can instantly win two tickets to tour the Jameson Distillery, or win an "Ultimate Jameson Experience," consisting of an overnight stay in Dublin for St. Patrick's Day. Users could also win tickets to Bow St. Sessions, a live music event held at the Old Jameson Distillery in Smithfield.

The benefit for consumers, says Taryn Casey, the global head of digital at Pernod Ricard's Irish Distillers subsidiary, will be a richer interaction with the brand. "The NFC technology we're adopting makes this interaction seamless to drive engagement," she states.

SharpEnd's Cameron Worth
The system is intended to bring Jameson one step toward a more global deployment, Casey says. The company could use the technology not only to provide content to consumers, but also to offer authentication at stores, and to better understand where the products are being sold.

"The opportunity for the connected bottle is a global one," Casey says, "and at Jameson, we want to put the right pieces in place to leverage the opportunity." She further predicts that Apple will eventually open its NFC functionality beyond Apple Payments, and that it will make NFC-based solutions even more accessible to consumers.

On an immediate level, Casey reports, the key goal of the pilot is to "validate the product as an activation point for our campaigns, and to create a direct channel of communication with consumers."

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