Food Ingredients First – June 21, 2018
Thin Film Electronics ASA (Thinfilm), a supplier of NFC (near field communication) mobile marketing solutions, is supplying el Jimador tequila with digital marketing formats for its bottles and coasters. The tequila brand hopes that tapping into consumer-focused digital marketing techniques will increase the scope of its soccer marketing campaign.
El Jimador – a tequila brand of Brown-Forman, one of the largest American-owned companies in the wine and spirits industry – will use Thinfilm’s complete NFC mobile marketing solution to enhance marketing efforts for its summer soccer campaign. El Jimador sponsored the Mexican National Soccer team’s 2018 US tour.
The deal consists of a combination of “smart” bottles and “connected” coasters, making up a key component of el Jimador’s omni-channel “Soccer Moments” campaign. It is believed to be the industry’s largest NFC-related activation ever for a tequila brand, the company state.
In collaboration with Thinfilm, el Jimador incorporated NFC tags in custom bottle-neckers and branded coasters. When tapped with a smartphone in-store, at home, or on the go, el Jimador customers can instantly submit their favorite soccer story for a chance to win US$25,000, custom jerseys, and other prizes. The NFC tags fully integrate with Thinfilm’s CNECT™ Cloud Platform and enable el Jimador marketers to view real-time tapping activity, analyze campaign performance, and uncover actionable insights.
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