Innovative Beer Bottles Unlock Free Movies

Dutch beer brand Grolsch’s new bottles give customers free access to on-demand video.

August 06, 2014

LONDON – Combining product purchases with free promotional gifts can sometimes be more hassle than it’s worth — often requiring consumers to collect and send off coupons or enter a code online well after the initial contact. According to a report from Springwise.com, the Dutch beer brand Grolsch has launched its “Movie Unlocker” service that gives Grolsch drinkers free access to on-demand video with a clink of their bottle.

According to the post on Springwise’s site this week, the campaign does away with manual codes and coupons and uses the physical beer bottle to unlock digital content. On each of the special bottles created for the marketing stunt is a Bluetooth beacon, located on the underside of the cap. When the bottle is cracked open, a code stored on the device is verified, giving users access to view one of a range of videos available on the Movie Unlocker site. One the user has chosen a film, they simply tap the bottle to their device and the content is wirelessly unlocked for a one-time viewing.

Although the service is a campaign to promote Grolsch beer, Springwise suggests that the technology could be easily adopted by other companies who want to seamlessly link their online and offline products and give their customers something extra.

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