Diageo - the world’s largest producer of spirits and an international leader in beer and wine, with over 200 brands - wanted to differentiate its products in both on- and off-trade environments and generate new direct-to-consumer relationships. They chose EVRYTHNG to help them to build brand loyalty through a continuous digital dialog with consumers.
“EVRYTHNG’s technology is game-changing. We have a profound strategic opportunity to transform our physical products into owned digital media, which can communicate personalized information and experiences to consumers, exactly when and where they want it.”
In today’s digital world, brands need to be more creative than ever to capture the attention of consumers. And in the highly competitive beverage industry, where 56 cents of every dollar spent is the direct result of a digital interaction, beverage brands are seeking creative ways to differentiate products throughout the consumer journey -- before and after purchase.The Solution
EVRYTHNG’s solution transformed physical beverage bottles into owned digital media assets. With Diageo’s +More app and the EVRYTHNG IoT SaaS platform, each individual bottle connects to the web allowing Diageo to deliver real-time product experiences and information to consumers on demand.The Result
Diageo’s +More allows digital interaction with consumers, providing simple tools to personalize products for gift-giving, share products on social networks, and ‘check-in’ to products for frictionless loyalty rewards. Originally deployed in Latin America with a Father’s Day promotion, consumers who purchased a select Diageo whisky brand were given the digital tools to attach personalized film tributes to their dads. Both the purchaser of the bottle and the recipient were able to share the digital content via social networks while having the opportunity to opt-in to Diageo’s customer relationship management system to receive future communications from the brand.
This one promotion alone increased sales 72% over the previous year while providing Diageo with real-time intelligence to proactively adjust and fine-tune personalized marketing campaigns across its portfolio of beverages.
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