Diageo's Irish stout Guinness has become the first brand to introduce near field communication (NFC) technology in the on-trade.
By tapping their Smartphone against the harp on the newly installed ‘magic behind the gates’ Guinness founts, consumers can find out if they have won a complimentary pint of Guinness.
The technology is to be applied to all new Guinness founts installed in outlets across the UK and Ireland. In the UK, 11,442 have already been fitted and a further 53,000 single and dual founts will be installed by 2015. In Ireland, 2,800 outlets have the new founts and a further 12,155 will receive them by 2015.
Guinness is working with Proxama, a NFC mobile commerce company that connects the physical and digital worlds via its TapPoint platform.
5 August 2013 - Felicity Murray