Glayva aims for consumer engagement through 2D barcodes
Glayva aims for consumer engagement through 2D barcodesLiqueur brand Glayva, owned by whisky company Whyte & Mackay, has launched a range of POS material featuring 2D barcode technology.
The barcodes have been developed by specialist company Scan Life for the POS material, allowing them to be scanned or photographed by consumers through the use of their mobile phones, which can then me taken to the Glayva website where they will be able to find further information, serving suggestions and receive exclusive access to the brand’s competitions.
The competition currently running offers consumers the chance to win a luxury weekend break at Hotel du Vin in Glasgow.
With nine million smartphone owners, the strategy by Glayva is to offer this technology to reach consumers and offer them exclusive information and content from the brand.
Jim Coates, head of brand for Glayva, said that the company believed that it is the first alcohol brand to make a step into the 2D barcode arena.
“It is an exciting opportunity for the Glayva brand and we are looking to do some really exciting things using this technology,” said Coates.
“Firstly, we are starting with the introduction of POS into the on-trade where we will be running a Glayva competition via the exclusive site but we also have big plans to roll-out the technology into the off trade as well. The beauty of the technology is that it allows us to work on a one-on-one bespoke basis with retailers, both in the on and off trade, and develop campaigns that are specific to them and their audience,” he continued.
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Perhaps I'm being thick, but I don't understand how it works? You take a picture of the barcode (got that), visit the website, is that on your phone or PC? Then you somehow gain access to special areas. I assume you use the barcode. You don't just type in the numbers on it do you?
I worked on Glayva once. Got a free bottle for my trouble, which hung around the house for about six months because nobody would drink it. Then one night, after the pub, when there was nothing else in the house, me and my mate went through the whole bottle. I can't ever look at the stuff now. In fact, this article is about to make me vomit...
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Isn't that a really roundabout way of doing a website competition. Surely it's easier to just, um, go on the website and enter?
For some reason you can just go to the website and enter the competition - no sign of barcodes anywhere - http://glayvacompetition.vph.co.uk/
Sounds like the Emperor's new barcode to me.
Just a load of barcodes I would say. And on the web site they cannot get the correct capitalisation of Hotel du Vin.
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It says POS so you need to put your smart phone next to an item of POS in the On Trade (i.e. a tent card in a pub) scan it and send it in to win. I do get in the promo but the prize is a weekend in Glasgow? Just joking I could stay in a Hotel du Vin anywhere for a weekend.
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It says POS so you need to put your smart phone next to an item of POS in the On Trade (i.e. a tent card in a pub) scan it and send it in to win. I do get in the promo but the prize is a weekend in Glasgow? Just joking I could stay in a Hotel du Vin anywhere for a weekend.
It looks like they've tried to do something innovative, but when you strip it back re the mechanic and what you actually get out of it, it all seems very, very pointless.
Ultimately it's about consumer engagement - I'm not sure how many consumers would take up the opportunity but better given the opportunity than not at all. I'm sure they've still got some development for this to come as well - but if it works to draw attention to the product - and it's clearly started a discussion here - then more power to them!
Yes, as pointed out earlier, you can actually just visit the website and enter the competition without any barcode. Well thought out there.
Was surprised it wasn't tied to purchase and also you didn't need to answer any product led questions - and I opt-ed out. So make what you will there.
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I can actually see this working - a tent card on the table of a wine bar (can't imagine Glayva being a tipple in the local boozer) - punter reads the tent card - scans the barcode on their phone or snaps it - and hey presto you have an engagement.
It's early doors with this type of mechanic - I know The Drum use it in the mag and I can see interesting developments with it.
If it's a national competition then The Glasgow prize is probably quite appealing - City of Culture, W & M Head Office etc... so can see some synergy too.
And as per comments below - it's created a thread of dicussion around the mechanic ... who's to say it won't spark similar around the bar table - I think it just might.
Miller Genuine Draft, alcohol brand, in association with Genuine PR and Boom did this last September. It's QR by another name.
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