Russian beer drinkers can now unlock free-to-view movies on their computer, smartphone or tablet with a swipe of their Bluetooth-enabled bottle of Grolsch - though technophiles should be wary of excitedly spilling beer over their device in the process.
St Petersburg-based tech developer Head and Hands has devised the simple means of redeeming free-to-view content, eliminating the tedium of tapping in a promo code.
The campaign for Grolsch employs a technology that lets consumers choose a film via a partner website, swipe their bottle top - which has embedded in it a "one-touch" technology using radio signals to "unlock" content - and watch the movie while sipping a lager.
Head and Hands’ chief executive Aleksandr Semenov is clearly extremely proud of the innovation, and explains it enthusiastically in a video.
Agency/developer: Head and Hands, St Petersburg
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