Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly search for innovative marketing ideas.
This week he looks at how Budweiser and Strongbow are using RFID technology to create connections.
Budweiser is making a bid to get fans connected with the 'buddy cup', a promotional product that allows patrons to clink their cups and connect their Facebook accounts.
Although I’m not sure what the consequences may be of mixing Dutch courage with instant social connections, how the brand is using technology is nonetheless interesting.
Users scan a QR code marked on the cup to link their Facebook page to the cup. Then any time the linked cup was 'bumped' against another it instantly made the connection using RFID technology.
Creating an instant digital connection, using technology such as RFID tags, is becoming more popular with marketers as they look to take relationships established a live events online. But this isn’t the only outcome when RFID is used by an alcohol brand, as Strongbow showed with its SmartCap concept released late last year. I haven't heard any news about this since, but I hope it will become a reality as the idea behind it is fantastic.
Read more from Joss Davidge in our Clubhouse.