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

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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