• by Chuck Martin , June 20, 2018

Tequila bottles are getting connected in advance of a summer soccer campaign.

El Jimador, the tequila brand of Brown-Forman, the Louisville-based spirits company with more than 25 brands in its portfolio, will add near field communication (NFC) tags from Thinfilm to its bottles.

When tapped with a smartphone, el Jimador customers can submit their favorite soccer story for a chance to win prices, including $25,000 and custom jerseys. Marketers at el Jimador can then view real-time tapping activity, analyze the performance of the campaign and discover actionable insights, according to the campaign announcement.

“Our Soccer Moments campaign is connecting us with consumers who are both fans of soccer and fans of the el Jimador brand,” stated Ed Carias, senior brand manager for el Jimador tequila. “By leveraging the smartphone, Thinfilm’s NFC solution significantly extends our ability to establish those connections, build lasting consumer relationships and drive the success of the el Jimador brand.”

El Jimador sponsored the Mexican National Soccer team’s 2018 U.S. tour. The NFC tags are being placed in bottles and branded coasters and will be distributed in retail outlets, bars and restaurants across the U.S. starting this month.