Devil’s Corner has partnered with New York City-based tech company Blue Bite, to create a customer mobile experience platform for its Lost Shipment promotion.
The new customer engagement strategy will see Devil’s Corner use near-field communication (NFC) technology on specially marked Devil’s Corner Pinot Noir, Chardonnay, Riesling, Sparkling Cuvee and Sauvignon Blanc bottles from March to May 2021.
According to the Tasmanian-based winery, it will be the first time in Australia the technology has been used on wine products. It includes a small, 20-cent-piece sized microchip applied under Devil’s Corner wine labels. It will allow consumers to enter the promotion by tapping their smartphone against the label to open the experience on their device.
Devil’s Corner brand manager Erica Young says the technology creates a new channel for ongoing storytelling at a retail shelf level.
She said: “We were looking for a simple way for consumers to enter our Lost Shipment promotion without needing to manually type in a URL or unique code. NFC allows consumers an inherently easy way to tap to enter and also provides us with a new channel for ongoing communications when people are in the wine aisle.”
The Lost Shipment promotion includes chance to win an ultimate Tasmanian experience at Pumphouse Point, plus many other prizes from Tassie partners including Blundstone and Henty.