Campari America unveils ‘world’s first’ smart fridge magnetBy Owen Bellwood
Campari America has partnered with near-field communication (NFC) expert Thinfilm to develop the ‘world’s first’ smart fridge magnet.
The drinks giant has partnered with the Norwegian electronics firm to produce a fridge magnet that allows consumers to order Campari America products straight to their doors.
The pilot programme hopes to simplify consumer purchasing with the use of NFC technology.
Drinks fans will be able to tap their smartphone against the fridge magnet, taking them to US drinks delivery app Drizly, where they will be able to order their desired products.
Melanie Batchelor, vice president of marketing for Campari America, said: “Campari America is always seeking innovative methods that increase the speed and efficiency of getting our products into consumers’ hands, and integrating NFC into our marketing materials is another way we’re looking to lead the mobile marketing trend.
“We’ve streamlined the purchasing experience for consumers, so now ordering and receiving Campari America’s brands is almost easier than making a Negroni.”
Currently, Campari America offers NFC-enabled magnets for six of its biggest brands, including Campari, Wild Turkey, Aperol and Espolòn Tequila.
David Sutija, CEO of Thinfilm, said: “Thinfilm’s NFC mobile marketing solutions empower companies like Campari America to connect directly with consumers and deliver unique digital experiences. We are pleased Campari America chose Thinfilm’s NFC solution to help grow their mobile presence and further establish themselves as an innovative and forward-looking company.”
Campari America is the first spirits company to develop an NFC-enabled fridge magnet. The drinks giant’s implementation of this technology follows the release of a smart Tequila bottle from Astral and an NFC-enabled whisky bottle from Islay distillery Kilchoman.
Consumers can purchase the magnets from select liquor stores in the New York City metro area.