# Connected Bottle Caps Malibu's Smart Caps Integrate NFC Tech to Link Consumers to Content By Laura McQuarrie | Published 2019-06-05 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/smart-caps References: [prnewswire](https://www.prnewswire.com/news-releases/malibu-integrates-near-field-technology-into-bottle-caps-to-deliver-an-exclusive-online-experience-to-consumers-300862275.html) & [maliburumdrinks](https://www.maliburumdrinks.com/) Malibu has been using interactive [NFC tags on its rum bottles](https://www.trendhunter.com/trends/smartlinks) for several years now and it is now introducing smart caps for its Connected Bottle that instantly connect consumers to a mobile game. The limited-edition Connected Bottle is designed with caps that integrate NFC technology and a QR code on the neck of the bottle. By scanning the QR code or tapping the NFC component, consumers are able to quickly access a link to an [interactive mobile game](https://www.trendhunter.com/trends/orca-scan). The Malibu-branded game can be played for a chance to win merchandise from the brand, as well as instantly access cocktail recipes and other content from the rum brand. As Troy Gorczyca, [Malibu Brand](https://www.trendhunter.com/trends/malibu-cocktails-in-a-can) Director, describes: "What's exciting about this launch is how we're leveraging our iconic bottle, something consumers are familiar with, and developing a more meaningful, digital conversation with our customer at the point of sale." ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 80% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### Key Themes Behind This Trend - **Interactive Packaging:** The integration of NFC technology and QR codes on packaging to provide interactive digital experiences. - **Gamified Consumer Engagement:** Using mobile games as a way to engage consumers with a brand and incentivize their interactions. - **Point-of-sale Digital Conversations:** Leveraging packaging to initiate digital conversations with customers at the point of sale. ### Where This Applies - **Food and Beverage:** Exploring opportunities for interactive packaging and gamified consumer engagement in the food and beverage industry. - **Marketing and Advertising:** Utilizing interactive packaging and point-of-sale digital conversations to enhance marketing and advertising strategies. - **Technology and Mobile Apps:** Developing NFC technology and mobile games to create innovative experiences in the technology and mobile apps industry. ## Related on Trend Hunter - [Interactive Connected Packaging](https://www.trendhunter.com/trends/nteractive-connected-packaging-experience.md) - [NFC-Enabled Whiskey Bottles](https://www.trendhunter.com/trends/one-cask-at-a-time.md) - [Interactive Juice Boxes](https://www.trendhunter.com/trends/mega-back-to-school.md) - [Interactive Fruit Juice Packaging](https://www.trendhunter.com/trends/jus-de-fruits-caraibes.md) - [Footballer-Backed NFC Bottles](https://www.trendhunter.com/trends/joe-montana-1.md) - [Universal Connected Packaging](https://www.trendhunter.com/trends/tetra-pak-iberia.md) - [Interactive Juice Packaging](https://www.trendhunter.com/trends/gulf-union-foods.md) - [Connected Hydration-Tracking Eco Caps](https://www.trendhunter.com/trends/pul-smartcap.md) - [Personality-Inspired Drink Packaging](https://www.trendhunter.com/trends/smart-packaging-experience.md)