The new technology has been activated in the entire estate of new Guinness founts installed in outlets across Great Britain and Ireland.
Guinness has already fitted 11,442 new founts in outlets in Great Britain, with a further 53,000 single and dual founts to be installed by 2015. In Ireland, 2,800 outlets have already received the new founts, with a further 12,155 outlets to receive them by 2015.
Stonegate Pub Group outlets in the UK are the first to trial the new marketing tool, which will run in 20 outlets until the end of August. Within these outlets, consumers can enable NFC technology by tapping their smartphone against the harp on newly installed ‘magic behind the gates’ Guinness founts to see if they have won a complimentary pint of Guinness.
Nick Britton, marketing manager for Guinness Western Europe at Diageo, said: “Guinness is committed to using innovation to develop new marketing tools that will excite consumers and drive valuable sales for our customers. The new NFC activity is a prime example of this, and shows how we have implemented the latest technology in our founts, to keep our audience engaged while rewarding them with offers, vouchers competitions and content.”
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