EVRYTHNG's technology is game-changing. We now have a profound strategic opportunity to transform our physical products into owned digital media, which can communicate personalized information and experiences to consumers, exactly when and where they want it.

Venky Balakrishnan,
Global Vice President for Marketing Innovation, Diageo

Challenge

Drinks companies need to differentiate products in on and off-trade environments, change perceptions of premium spirits, and actively link product and occasion in the consumer's mind. And do this in a way that acquires actionable insights across the portfolio which drives more effective marketing.

They also need to drive sales when more than 50% of consumers use smartphones when shopping, making over 20% of buying decisions just moments before purchase. And relentlessly innovate not just in consumer engagement, but efficiency and effectiveness strategies to take costs out of the supply chain.

Solution

EVRYTHNG helped Diageo build a strategic technology platform running on the EVRYTHNG Engine called +More, which makes all Diageo's products smart by connecting them to the Web. This allows the company to use digital interaction with physical products to deliver the information and experiences consumers want, in the time and place of their choosing. +More allows digital interaction with retailers and other supply partners, based on how products are made, sold and used.

Diageo are deploying a range of applications which let them track products in the supply chain and deliver invaluable interaction analytics. Plus create consumer marketing experiences to personalize products as gifts, share products in social networking streams, and 'check-in' to products for frictionless loyalty rewards.

Results

An example application is the campaign which launched in Latin America in August 2012. Each consumer could attach a personalized film tribute to their dad to the bottle of whisky they were giving him on Father's Day. Both giver and receiver could socially share the digital content and opt-in to ongoing CRM programs.

• KPIs on sales increase from previous year were met.
• ROI metrics were ahead of target.
• Brand equity measures were successfully delivered.