From next month, Tasmania-based winery Devil’s Corner will begin using near-field communication (NFC) technology on its packaging as part of its Lost Shipment promotion.
The NFC – a small, 20-cent-piece sized microchip – will be applied under Devil’s Corner wine labels. Consumers scan the chip with their phone to enter the promotion
Devil’s Corner Brand Manager Erica Young says the technology opens up a new channel for ongoing storytelling at a retail shelf level.
“We were looking for a simple way for consumers to enter our Lost Shipment promotion without needing to manually type in a URL or unique code. NFC allows consumers an inherently easy way to tap to enter and also provides us with a new channel for ongoing communications when people are in the wine aisle,” she said.
Relatively new to Australia, this will be the first time NFC technology is used to engage consumers in the wine aisle with NFC already used in the apparel and pharmaceutical industries to communicate product features and authentication.
Devil’s Corner is working with New York City-based tech company Blue Bite to build and power the dynamic mobile experience platform.
“We’re excited to bring a smart, digital wine experience to Australia for the first time in partnership with Devil’s Corner. It’s never been easier for consumers to learn more about the product they are holding and to create a connection with the brand that produced it,” said Mikhail Damiani, Blue Bite CEO & Co-Founder.
The NFC technology will be used across specially marked Devil’s Corner Pinot Noir, Chardonnay, Riesling, Sparkling Cuvee and Sauvignon Blanc bottles from March to May 2021.
The Lost Shipment promotion will encourage consumers to tap the NFC on purchased bottles to unlock the chance to win an ultimate Tasmanian experience at Pumphouse Point, plus many other prizes from Tassie partners including Blundstone and Henty.
