Work Club, the global digital and social agency, has created the world’s first digital bottle top, the Strongbow Gold StartCap and has released the first in a series of videos from live global events to showcase their snazzy new invention.
The campaign marks the launch of premium cider brand Strongbow Gold in Europe. Budapest played host to the first event where a pop-up bar in the middle of the city was seriously enlivened with a bit of StartCap technology.
This new video follows the announcement of the product prototype back in October. The StartCap uses RFID ‘near field’ technology applied to a specially fitted bottle. When the bottle is opened, this triggers a signal to a nearby reader, causing unexpected, exciting events to occur. Over the past few months, Work Club has been putting StartCap into action with technology rigged throughout bars to give unsuspecting guests a refreshingly surprising night out.
The video asks “What would you do with #StartCap?”, with the hope of encouraging social media engagement. As the action unfolds, a juke box, a water fountain, a ray of gold streamers and even a UFO are triggered by the techy top.
Ben Mooge, creative director at Work Club, said: “We created StartCap as we wanted to show, not just tell. We put our strategy into the product itself, clearly demonstrating just how much of a fresh start Strongbow Gold can give.”
David Moore, global marketing manager for Strongbow Gold, said: “StartCap is an exciting digital innovation for Strongbow Gold. It combines technology with the product experience to give added enjoyment to our consumers, to provide a fresher start to their evening”.
At the end of the video, viewers are directed to support the Strongbow Gold Facebook page which acts as a hub for the campaign. In addition to this, anyone wishing to embrace their inner cider-cyber nerd should check out the development blog, which holds all the technical information surrounding the activity as well as the behind the scenes footage: http://www.start-cap.com/
Creative Director : Ben Mooge & Andy Sandoz
Creative Lead : Jim Stump
Creative Technologist : Richard Dee
Strategy Director : Paddy Griffith
Business Director : Christy White
Producers : Hannah Shipman & Agi Szelestey
Client : David Moore, Strongbow Gold Global Marketing Manager