El Jimador – a leading tequila brand of Brown-Forman, one of the largest American-owned companies in the wine and spirits industry – will use Thinfilm's complete NFC mobile marketing system to enhance marketing efforts for its summer soccer campaign. El Jimador sponsored the Mexican National Soccer team's 2018 US tour.
The six-figure unit, in-market deployment – consisting of a combination of ‘smart’ bottles and ‘connected’ coasters – is a key component of el Jimador's omni-channel ‘Soccer Moments’ campaign. It is believed to be the industry's largest NFC-related activation ever for a tequila brand.
In collaboration with Thinfilm, el Jimador incorporated NFC tags in custom bottle-neckers and branded coasters. When tapped with a smartphone in-store, at home, or on the go, el Jimador customers can instantly submit their favorite soccer story for a chance to win US$25,000, custom jerseys, and other prizes. The NFC tags fully integrate with Thinfilm's CNECT cloud platform and enable el Jimador marketers to view real-time tapping activity, analyze campaign performance, and uncover actionable insights.
Beginning in June, the connected el Jimador bottles and coasters will be distributed through select retail outlets, bars, and restaurants across the United States.
‘Our Soccer Moments campaign is connecting us with consumers who are both fans of soccer and fans of the el Jimador brand,’ said Ed Carias, senior brand manager for el Jimador tequila at Brown-Forman. ‘By leveraging the smartphone that most of us carry today, Thinfilm's NFC solution significantly extends our ability to establish those connections, build lasting consumer relationships, and drive the success of the el Jimador brand.’
Following its Soccer Moments promotion, el Jimador plans to use Thinfilm's NFC mobile marketing solution in a ‘Day of the Dead’ campaign this coming October.
‘It has become increasingly common for leading brands like el Jimador to position NFC as a key enabler within major omni-channel marketing initiatives,’ said Davor Sutija, CEO of Thinfilm. ‘The Soccer Moments campaign is a perfect example, and we're excited to work closely with the el Jimador and Brown-Forman teams to make it a great success.’