A new RFID-enabled bottle cap has, at a loss for better words, been popping up all over Europe. Work Club, which is a London-based digital agency has been working to implement this latest project at exclusive events for the Heineken-owned company, Strongbow, and it has been creating quite a buzz.
The simple of act of opening a bottle of Strongbow Gold Cider will cause a ripple effect of things to occur. It can check the consumer in on a variety of social media portals such as Foursquare and Facebook or even trigger a nearby glitter cannon to go off.
The agency was able to apply this digital technology for the events by augmenting the traditional bottle caps with an RFID tag, known as StartCap. The RFID tag was placed into the bottle cap which is then carefully secured under a transparent paper (to avoid catching on the sticky cap foil.) When the bartender or consumer pops open the bottle, the StartCap becomes a trigger and the RFID readers (MetraTec UHF readers) placed throughout the bar will be activated.
The campaign couldn't come at a better time for Strongbow, which has been seeing a spike in sales as beer sales have been on the decline as consumer preferences have changed. Heineken decided to penetrate new territories across Europe with the Strongbow brand and decided to implement the new campaign as a way to attract awareness and appear exciting to their new target market.
Work Club's Joint Creative Partner, Ben Mooge elaborates: " As an agency, our approach is to use technology to create a brand platform to tell a story which can then be captured and spread socially. It's about doing something interesting using technology first, then using digital as the accelerant. The trick is not to over-complicate it – do something too tricks-y or too futuristic and people struggle to see the point."
So, in the spirit of becoming more interactive with their new target market, it appears that Strongbow has done a fantastic job. So far, this digital convergence has made appearances at events in Rome and Budapest and Work Club has hopes to continue the unveiling of the StartCap for Strongbow in even more cities in the near future.
For more information, visit the StartCap's micro site: http://www.start-cap.com/