Chilean winery deploys NFC in Asian export markets

PengWine is planning multiple commercial deployments of the company’s SpeedTap tags throughout the region in a number of form factors for a range of use cases: ‘smart’ interactive coasters will educate consumers and offer a chance to win prizes; tasters at wine events can tap ‘smart’ placards to rate and comment on specific wines; and ‘smart’ neck collars and labels on bottles of PengWine wines allow consumers to interact with the brand directly regardless of distribution channel.

Thinflm said SpeedTap tags allow PengWine to initiate consumer engagement experiences through in-store and on-premise channels, and also continue the journey at home – all through the tap of a smartphone. As a result, consumers can learn about PengWine’s brand story, view its Maipo Valley estate in Chile, review food pairing tips and order products through a mobile ecommerce application.

In addition to the tags, PengWine is also using Thinfilm’s CNECT platform to manage the campaigns and enhance their effectiveness. The cloud-based software system fully integrates with the NFC tags, enabling PengWine to connect directly with consumers and partners through the tap of a smartphone, deliver targeted content and unique digital experiences, and manage/analyze the campaigns in real time via a customized CNECT portal.

Chris Milliken, co-founder and CEO of PengWine, said: ‘Growing the PengWine brand worldwide is all about connecting with consumers, and we’re looking to technology to help establish and nurture those relationships.

‘Thinfilm’s NFC solution enables our customers and partners to connect directly with us through their smartphones. We feel that these unique mobile interactions will play a substantial role in the loyalty of our consumers and the success of our business moving forward.’

PengWine is currently launching in Asia, which effectively extend’s Thinfilm’s global reach while expanding the company’s use cases for NFC mobile marketing in the wine segment. The collaboration with PengWine follows a successful NFC-centric promotional campaign with Barbadillo in Spain this past summer, as well as a market deployment by North America’s leading winemaker in which ‘smart’ hangtags enable consumers to order digitally-customized wine labels.

‘PengWine understands the importance of customer relationships,’ commented Thinfilm CEO Davor Sutija. ‘We are pleased that they chose Thinfilm’s NFC solution to help grow their business as an innovative and forward-looking winery.’