Last year, NFC.Today covered Scottish Whisky producers Kilchoman’s use of NFC tags for a marketing campaign. The campaign allowed consumers to interact with smart hangtags on bottles by tapping it with their smartphones.
It’s worth mentioning at this point that while there are an increasing number of NFC campaigns, a large number are keeping a very low profile and there are very few, if any, good quality, publicly available statistics or case studies on NFC campaign performance. In fact, recently, Rum drinks brand Malibu decided to increase the trials of their NFC drinks marketing campaign on the back of a previous trial campaign. However, no data was made publicly available and it can only be assumed the the original trial performance was good.
So, it’s with some relief that NFC.Today can finally offer some meaningful statistics from an NFC campaign. In particular, the performance relative to other digital marketing strategies. And the results are very positive for NFC.
The campaign results provided consumer activity across 13 countries. A post-campaign analysis revealed that NFC generated a 6.5% engagement rate among consumers, outperforming more traditional digital marketing channels such as display, email, search, and social
On the back of the initial results, Kilchoman are planning on fully integrating NFC tags into the labels and developing additional digital content.
“We saw Thinfilm’s NFC mobile marketing solution as an ideal way to connect with consumers, tell our brand story, and deliver mobile experiences that are engaging, informative, and relevant,” said Anthony Wills, Founder and Managing Director of Kilchoman Distillery. “The results of our first campaign were quite promising, and we’re using that data to make the consumer experience even more compelling moving forward.”
It is, of course, worth pointing out that the marketing report here was produced and made available by Thinfilm, who provided the NFC tags for this campaign.
The full NFC marketing case study can be downloaded from Thinfilm’s website by registration.