• by Joe Mandese  @mp_joemandese, November 7, 2011

Just received a pitch from the PR team representing Boston-based Arnold Worldwide about a phygital (that’s the contraction of digital and physical) media innovation that makes we wish I was spending more time in Bean Town, if no better reason, than to grab a cold one. Arnold has long operated “Barnold,” the agencies in-house bar where employees socialize and share ideas. One of those ideas, apparently manifested into digital brew innovation, spawning the development of a beer vending machine stocked with agency brewed and themed beers that employees (21 and older) can access – 24 hours a day – with a swipe of their key fobs.

Here’s how it works, according to the pitch:

“The RFID-enabled vending machine has a touchscreen interface, is temperature aware and has Soundtube. It also has a personality – through the fob it will recognize who you are and greet you with “Hi Joe,” and will talk you through your vending experience. The touch screen interface is set up for Twitter communication (you can tweet from the machine) and data visualization (you can choose to see how much beer was consumed each day of the week). In addition, there’s an “alepedia” that allows you to learn more about each of the brews.”

That’s the digital innovation part. The brewing innovation part is that the agency crafted its own beers, including its trademark “Arnold Pilsner,” but also a variety of ale styles geared to specific seasons. Reminds me of an approach taken by another Boston-based brewery, but I don’t think Samuel Adams is looking over its shoulder – yet.