CCL Kontur together with the biggest Russian manufacturer of microelectronics had an ambitious task to produce innovative promo-labels with an integrated NFC-tag for alcohol-free Miller bottles. NFC-tag is an active recording device that allows to use consumers’ mobile phones for marketing communication with no need to upload any additional applications.

«Change the music of the future» - this motto marked the launch of a promo-campaign for alcohol-free Miller beer. Buying a promo Miller bottle and reading a tag with an Adnroid smartphone or Shazam iOS application each user gets direct access to www.mfuturemusic.ru webpage where their face is scanned with a neural network for emotion recognition. Artificial intelligence detects even minor changes in users’ mood and modifies accordingly the music of the future – an endless track playing on the website.

Labels for the promo-campaign have been produced on super clear material with flexo printing technology combined with cold foil stamping. Pre-programmed tags have been implemented in printed label reels that have been further die-cut.

This project has become one of the first projects of this kind that made real integration of a radio frequency tag into a bottle label to carry out a music promo campaign for young people.