Corby conducts Absolut mobile promotion
Toronto-based alcohol distributor Corby Spirit and Wine has signed an agreement with Tapped Mobile to become the first company to make use to a mobile application called Shazam in its Canadian promotional activities. The application is primarily used by consumers to identify music playing in their surroundings, but it also offers visual identification features. Tapped Mobile represents these functions in Canada.
Corby is making use of these functions in a national promotion for its Absolut vodka brand. Neck-tag labels on Absolut bottles in participating markets carry an identifying mark which is not visible to the eye. Consumers can use the Shazam application to scan the label and access a collection of 1,000 cocktail recipes.
"Corby's partnership with Tapped and Shazam's visual recognition technology has established a new tool to communicate with our consumers right from the shelf in a meaningful way, and to share engaging content that is relevant to their consumption habits and cocktail education interests," said Maxime Kouchnir, vice-president of marketing at Corby. "With this innovative platform, Corby will continue to drive the digital revolution that's currently shaking up our industry."