Guinness taps into mobile technology with font


Guinness fontConsumers can win a free pint of Guinness by tapping their smartphone against the brand’s font as part of a new high-tech interactive strategy by the brewer.

The “near field communication” (NFC) technology is currently being trialled in 20 bars and pubs operated by Stonegate Pub Company until the end of August.

It is built into the contemporary new “gate” fonts that have been rolled out for Guinness across the UK and Ireland since the end of last year.

Consumers tap their smartphone against the harp image at the top of the font to find out instantly if they can claim a free pint of Guinness.

Guinness has already fitted 11,442 of the new fonts in outlets in Great Britain, with a further 53,000 single and dual fonts to be installed by 2015.

Nick Britton, marketing manager for Guinness Western Europe at Diageo, said: “Guinness is committed to using innovation to develop new marketing tools that will excite consumers and drive valuable sales for our customers.

“The new NFC activity is a prime example of this, and shows how we have implemented the latest technology in our founts, to keep our audience engaged whilst rewarding them with offers, vouchers competitions and content.”

Guinness is working with Proxama, a specialist in NFC mobile commerce, to use its TapPoint platform to enable the brewer to deliver targeted NFC campaigns.

Proxama managing director Miles Quitmann said: “NFC technology in smartphones is starting to play a key role in how brands and consumers engage.

“Guinness is leading the field with NFC as a brand engagement technology as the first drinks brand to market with the technology and at scale.

“Deploying the technology to the whole Guinness estate demonstrates how influential Diageo sees NFC in supporting mobile marketing and consumer engagement.

“Brands get very few opportunities to have meaningful one-to-one interactions with their consumers. NFC is changing this by allowing brands to interact with consumers that have proactively chosen to engage with them.”

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