Following the kick-off of its ‘Malibu Games’ for a second-year last month, Pernod Ricard-owned alcoholic beverage brand Malibu is deploying 300,000 connected bottles in the US.
The connected bottles will provide consumers in Ohio and Texas with exclusive Malibu Games content through a single tap of a mobile device. The aluminium caps on the bottles have near field communication (NFC) technology integrated, while there is also a QR code printed on the bottle neck.
Using either their phone’s NFC feature or QR code scanner, consumers will be able to get involved in the Malibu Games via a mobile game called ‘Sunshine Slide’, where they can win prizes. Bottles will also feature drinks recipes and sweepstake competitions.
“Through the adoption of the IoT initiative, Malibu has transformed its bottles into media touchpoints, meaning we’re able to start a new conversation in a space that is notoriously saturated,” said Caitriona Murphy, global brand manager for Malibu. “Our connected bottles help keep the brand relevant post-purchase, providing services and experiences to the consumer beyond the liquid itself. Bringing the Malibu Games experience to consumers and allowing them to join in and share good times with friends is all part of the Malibu ethos.”
The launch of the bottles in the US comes a year after rum-based coconut beverage brand, which has been experimenting with NFC ‘smart packaging’ since 2015, deployed 300,000 connected bottles across the UK and Germany. As part of the ‘Because Summer’ campaign, this deployment gave users access to games in both countries, while the UK’s bottles also feature drink recipes and rotating seasonal content.