NO JOKE: Stubby holders will “bring instant entertainment” to comedy festival lovers

Jameson Irish Whiskey is distributing 25,000 NFC bottle holders that allow drinkers to enjoy online content and competitions, to promote its links with an Australian comedy festival.

The “stubby holders” include NFC tags supplied by mobile marketing specialist Tapit. Tapping the bottom with an NFC smartphone lets customers access “exclusive and engaging content” from around the Melbourne International Comedy Festival.

“By using Tapit’s IoT platform, static objects like stubby coolers become communication tools allowing us to talk directly to our consumers,” says brand owner Pernod Ricard’s Brendan Moynihan.

“Today’s global marketer is responsible for billions of objects, using Tapit technology they can now create an always-on communication channel that’s only one tap away,” adds Tapit CEO Jamie Conyngham. “It’s the 21st century version of a handshake between brand and consumer, however instead of people using their hand they’re now using their phone.”