Malibu is tapping shoppers’ growing use of contactless with the launch an on-pack promotion featuring app-free technology.
The new push - part of the brand’s #BecauseSummer campaign - involves the rollout into Tesco of 40,000 bottles of the coconut-flavoured rum featuring near field communication (NFC) functionality.
It enables consumers to instantly access content and enter a prize draw by tapping their Android phone against a bottle’s sunset image.
The new drive would tap demand for “experiences not products”, said marketing manager Jo Alexander, adding it was the perfect time to be using NFC.
No comments yet