Mackmyra to use Thinfilm’s NFC technology

Swedish distillery Mackmyra Swedish Whisky has selected Thinfilm’s near-field communication (NFC) mobile marketing solution to help raise awareness of its Private Cask programme.

Mackmyra will use the technology to launch social media-driven campaigns for its whisky and gin brands. Information will be available on each individual bottle from the Private Cask.

The Thinfilm NFC tags will also enable the Swedish distiller’s consumers to create and bottle their own unique whiskey via their smartphones.

Mackmyra founder and CEO Magnus Dandanell said: “As Sweden’s very first producer of single-malt whisky, the Mackmyra brand is deeply rooted in exploration and innovation.

“We’re now taking a similar approach with technology, using Thinfilm’s NFC solution to connect directly with our consumer base. It’s an ideal match that allows us to strengthen and extend the relationships we have with our loyal customers while moving our business forward.”

The second campaign will focus on promoting a customer-submitted drink recipe competition featuring the distillery’s flagship MACK whisky and its premium Lab+Distillery gin.

The NFC tags used in the Mackmyra campaigns will be completely integrated with Thinfilm’s CNECT Cloud Platform.

Using the CNECT dashboard, Mackmyra’s marketing team will be able to receive real-time data and analyse campaign performance, as well as uncover actionable insights to drive business success.

Thinfilm CEO Davor Sutija said: “Mackmyra’s unique story, in combination with its award-winning whiskies, is a fundamental component of the brand.

“Our NFC mobile marketing solution enables them to communicate that story in an entirely new way. We look forward to collaborating with the Mackmyra team to connect their physical products to amazing digital experiences.”