Grolsch embeds Bluetooth tech into bottle tops to unlock free movies

Russian beer drinkers can now unlock free-to-view movies on their computer, smartphone or tablet with a swipe of their Bluetooth-enabled bottle of Grolsch - though technophiles should be wary of excitedly spilling beer over their device in the process.

St Petersburg-based tech developer Head and Hands has devised the simple means of redeeming free-to-view content, eliminating the tedium of tapping in a promo code.

The campaign for Grolsch employs a technology that lets consumers choose a film via a partner website, swipe their bottle top - which has embedded in it a "one-touch" technology using radio signals to "unlock" content - and watch the movie while sipping a lager.

Head and Hands’ chief executive Aleksandr Semenov is clearly extremely proud of the innovation, and explains it enthusiastically in a video.

Brand: Grolsch

Agency/developer: Head and Hands, St Petersburg

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published