{"id":151,"date":"2023-05-09T14:40:00","date_gmt":"2023-05-09T20:40:00","guid":{"rendered":"https:\/\/www.tapwow.net\/blog\/?p=151"},"modified":"2023-08-17T15:14:26","modified_gmt":"2023-08-17T21:14:26","slug":"consumer-engagement-for-scotch-whisky-distillery","status":"publish","type":"post","link":"https:\/\/tapwow.net\/blog\/consumer-engagement-for-scotch-whisky-distillery","title":{"rendered":"Consumer Engagement for Scotch Whisky Distillery"},"content":{"rendered":"\n

An internationally recognized spirits distillery wanted to increase their brand recognition with a targeted campaign featuring NFC and cloud software.<\/h3>\n\n\n\n

A major distillery of Scotch Whisky was interested in creating an interactive campaign for their flagship product to increase brand awareness and drive engagement in a younger generation.  As they evaluated potential solutions their primary concerns were ease of deployment, engagement impact and using a sophisticated backend software platform to gain insight into consumer behavior.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

The brand evaluated QR codes and NFC and decided to go with an NFC in conjunction with a robust back-end software platform.  To increase speed to market, the brand decided to replace a neck booklet that they hung on every bottle with a hanging collar with an NFC tag in it that would make deployment very straightforward.  The marketing team was enthusiastic about changing a static booklet with an interactive engagement experience.<\/p>\n\n\n\n

Results for the program:<\/strong><\/p>\n\n\n\n

  • NFC generated an engagement rate of 6.5% among consumers which outperformed campaigns that they had done in search and social media which never exceeded engagement in the 2.4-2.7% range.<\/li>
  • The campaign achieved a virality rate of 35% which meant that each tag that had engagement was tapped by 1.35 unique users.<\/li>
  • The campaign generated tapping across 13 countries.
    • The back end software program associated with the NFC tags gave enhanced visibility into the supply chain and made coordinating marketing content across geographies easier.<\/li><\/ul><\/li><\/ul>\n\n\n\n

      The success of the program with the neck tags was so successful that the brand was planning to add NFC tags behind the label with upcoming bottling runs.<\/p>\n\n\n\n

      Tapwow Takeaways<\/h2>\n\n\n\n
      • Finding a fast path to market can generate excitement and hasten the brand\u2019s smart packaging learning curve.<\/li>
      • With real time visibility into customer interactions, additional data from the distributors and supply chain can be used to evaluate and improve the process.<\/li>
      • Smart solutions can provide better opportunities than existing strategies as in this case where the NFC hang tag replaced an information booklet that they had been including for years.<\/li><\/ul>\n\n\n\n

        <\/p>\n","protected":false},"excerpt":{"rendered":"

        An internationally recognized spirits distillery wanted to increase their brand recognition with a targeted campaign featuring…<\/p>\n","protected":false},"author":3,"featured_media":163,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[15],"tags":[],"_links":{"self":[{"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/posts\/151"}],"collection":[{"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/comments?post=151"}],"version-history":[{"count":2,"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/posts\/151\/revisions"}],"predecessor-version":[{"id":164,"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/posts\/151\/revisions\/164"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/media\/163"}],"wp:attachment":[{"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/media?parent=151"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/categories?post=151"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tapwow.net\/blog\/wp-json\/wp\/v2\/tags?post=151"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}