Together with the biggest Russian manufacturer of microelectronics CCL Kontur took on the ambitious task to produce innovative promotional labels with integrated NFC-tags for Miller Alcohol Free.
The NFC-tag functions as an active recording device that enables the use of consumers’ mobile phones for marketing communication with no need for additional applications.
The launch of this promotional campaign for Miller Alcohol Free is themed “Change the Music of the Future”. Buying a promo Miller bottle and reading the tag inside the label with an Android smartphone or Shazam iOS application allows each user gets direct access to www.miller.ru webpage where their face is scanned with a neural network for emotion recognition. Artificial intelligence detects even minor changes in user’s mood and modifies accordingly the music of the future – an endless track playing on the website.
The labels for the campaign were produced on super clear material with flexo printing technology combined with cold foil stamping. The pre-programmed tags were integrated into the printed label reels before die-cutting.
This project is one of the first of this kind, integrating a radio frequency tag into a bottle label to carry out a music promo campaign for young people.