Back in 2014 I worked with Pernod Ricard at the Google Creative Academy in Mountain View - two years later they are bringing one of their ideas to life - a connected bottle!
Malibu being a summer drink that people take out and about the NFC-interaction allows "users" to win in a competition, get music mixes, see cocktail recipes etc.
The most interesting aspect is that user can NFC-touch the bottle to share a snapshot with a custom messaging - AND the service uses Google Cloud Vision to determine the right setting by analyzing the content of the picture. Pretty cool!
They were taking the idea of a "direct, digital touchpoint for consumers" quite serious :D.
Great to see how the idea has evolved - and humbling to see that things still take about 2 years to get built! Lets hope the campaign is a success so we get to see more cool marketing innovation.
Kudos to my friends and colleagues at THE ZOO!