Malibu coconut-flavored rum is a summery spirit, and the brand has decided to use technology to further push its 'Because Summer' mantra. The rum bottles come with near-field communication (NFC) markers that give drinkers the opportunity to engage with Malibu digitally as well as materially.
The NFC-enabled bottles activate one of five special digital experiences when consumers tap their phones. Those include things like summer drink recipes, maps of nearby alfresco bars, and a summer playlist as well as rewards like UE Boom speakers and even a holiday experience in Barbados.
One of the biggest benefits of NFC is that it doesn't require an app, rather directing users to the content through their phone's native browser. This means that any user who has an Android device can get in on the experience.
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