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.

SUBSCRIBE

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
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published