This week in Australia, Peroni is taking Fairfax Media’s pioneering AirLink technology to an exciting new level with the launch of a limited edition Peroni six pack and carton featuring AirLink as a key element of the product packaging.
In an Australian first, AirLink will feature on the limited edition Peroni Spring / Summer theme pack that arrives in liquor stores this week, making Peroni the first brand to use hover technology on packaging in the retail environment.
An integrated feature on the SMH and The Age app for iPhone, AirLink uses image recognition technology to link print images to related digital content. Customers will be able to use AirLink to watch Peroni’s stunning new Spring/Summer TV commercial, shot at Lake Como in Italy.
“Through our partnership with Peroni, we’re able to show how the use of AirLink technology can extend beyond enhancing print ads,” Fairfax Metro Media Commercial Director, Ed Harrison, said.
“As we’ve demonstrated with this Peroni execution, advertisers can not only AirLink from our print publications to video content but also from product packaging, point of sale material and outdoor advertising. This is really just the start of the plans we have for how AirLink can be used to help advertisers engage dynamically with their audiences,” he said.
Peroni was Fairfax Media’s launch advertising partner in the(sydney)magazine and theage(melbourne)magazine when AirLink was introduced in April this year.
Adam Mather, General Manager Digital Innovation Services -Fairfax Metro Media, said: “Linking printed messaging to video content with AirLink is just one example of how the technology will be used as we go forward.
“We’ll be working with advertisers to AirLink to other forms of digital content that allow audiences to interact with their brand such as social media, special offers pages and events,” he said.
The Peroni Spring/Summer theme packs will roll out in liquor stores nationally this week and will continue until January 2013.
“After the Peroni Calendario campaign won two awards at this year’s Pacific Area Newspaper Publishers’ Association (PANPA) Ad Awards, we are once again proving our passion for both innovation and style. Using AirLink technology on the Spring / Summer limited edition packs is one of the many innovative projects we are working on with Fairfax to break traditional marketing methods,” Vincent Ruiu, Group Marketing Manager, Global and Craft Beers at CUB has said.