Absolut embraces QR technology for app push

Absolut, the premium vodka brand, has introduced a neck collar incorporating Quick Response (QR) technology, in a bid to distribute its Drinkspiration app to consumers.

Available from this month on 200,000 bottles of Absolut and Absolut Naturals, the neck collars allow iPhone users to download  the application  instantly and free of charge just by hovering their mobiles over the code.

Dan Reuby, customer development director, Pernod Ricard UK, said: ‘This QR code technology neck collar represents something genuinely innovative and interesting in-store, and allows people to experience exceptional mixed drinks and cocktails at home. With the festive period fast approaching, the application will add another dimension to Christmas gatherings, while reinforcing our brand philosophy that doing things differently leads to something exceptional.’

Launched in 2009, Absolut Drinkspiration combines mobile technology with social media interaction and user generated content. It is an encyclopaedia of illustrated recipes that allows users to browse drink recipes or receive personalised recommendations based on a variety of preferences such as desired taste, colour, spirit, time of the day, weather, bar vibe, or what is popular.

Once selected, users can share their drink choices on Facebook and Twitter.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer