Guinness harnesses new technology on fonts to engage consumers

Brand owner, Diageo, has invested in the near field communication (NFC) technology, which it believes will help drive sales of its flagship beer.

Pub-goers will have to tap their smartphones to the Guinness harp logo, featured on the new fonts, to get involved in the initiative. During the first drive they can win a complimentary pint of Guinness.

“Guinness is committed to using innovation to develop new marketing tools that will excite consumers and drive valuable sales for our customers,” said Nick Britton, marketing manager for Guinness, Western Europe, at Diageo.

“The new NFC activity is a prime example of this, and shows how we have implemented the latest technology in our fonts, to keep our audience engaged whilst rewarding them.”

Pubs within the Stonegate estate will be the first to trial the technology, as 20 of its outlets will use the NFC technology throughout this month.

The new Guinness fonts, based on the design of its St James’ Gate brewery in Dublin, were launched last December.

So far, the company has installed 11,442 new fonts in outlets in the UK, with a target of a further 53,000 fonts by 2015.