Send A Personalized Video On A Bottle Of Whiskey
Diageo used QR codes to enable customers to record personal messages on their gift for Father’s Day in Brazil.
Diageo introduced bottles of whiskey that buyers could record personalized video messages on for Father’s Day in Brazil. The bottles featured a QR code that, when scanned with a smartphone, allowed them to create their video. Then when their father opened his gift, he could scan the same code on the bottle to see the personal message.
AdAge reports that the technology for these “+More” bottles was developed by new software company Evrything. Venky Balakrishnan, Diageo’s VP of marketing innovation, said:
We call it +More because there’s more to the bottle than meets the eye. The bottle has become a medium, but it’s not one size fits all… It’s incredibly rich. We can go back to the same person later in the year and remind them of other opportunities around Christmas, for example, or about events, tastings, offers — anything we do in the world of whiskey. We also get to understand the geography of a bottle and the journey it makes.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.