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A spirits company has signed a deal to use NFC technology to help promote one of its tequila brands during soccer season.

NFC marketing company Thin Film Electronics partnered with Brown-Forman to design smart bottles and connected coasters as part of the el Jimador tequila campaign.

El Jimador sponsored the Mexican National Soccer team’s 2018 US tour prior to arriving at the FIFA World Cup, and the omni-channel “Soccer Moments” campaign is believed to be the industry’s largest NFC-related activation for a tequila brand.

El Jimador incorporated NFC tags in custom bottle-neckers and branded coasters.

When tapped with a smartphone, customers can instantly submit their favourite soccer story for a chance to win $25,000, custom jerseys, and other prizes.

The NFC tags integrate with Thinfilm’s CNECT Cloud Platform and enable el Jimador marketers to view real-time tapping activity, analyse campaign performance, and uncover actionable insights.

“It has become increasingly common for leading brands like el Jimador to position NFC as a key enabler within major omnichannel marketing initiatives,” Davor Sutija, CEO of Thinfilm, said.

Elsewhere, Brazilian spirit brand Catuaba Selvagem has introduced special bottles for the FIFA World Cup.

In a move that is a nod to a musical instrument synonymous with the World Cup in South Africa in 2010, the bottles turn into vuvuzelas.

When the contents have been consumed, they simply fit a doser, unscrew the bottom and use to make as much noise as they can.

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