Beverage Brands Embrace Digital Marketing

Beverage Industry – September 15, 2017

Engaging consumers

Approximately 126,000 bottles of Spanish white wine have gone beyond sophistication, thanks to a new contest allowing Barbadillo, Spain’s No. 1 white wine brand, to directly talk to consumers, the company says. Barbadillo partnered with Thinfilm, a near-field communications (NFC) mobile marketing solutions provider, for the contest that allowed consumers to interact with “smart” bottles of Castillo de San Diego white wine by tapping their smartphones on an NFC-enabled neck collar. The promotion, which took place from July 17 to Aug. 31, offered consumers the chance to win 12 cash prizes of $1,175. The “Dando en el Blanco” campaign, which loosely translates to “Hitting the Target,” also included TV, online and outdoor advertising support.


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