Brandy manufacturer, Oude Meester is using re-usable smart cards manufactured by Integrated Card Technology (ICT) - an associate company of NamITech, the end-to-end secure transactions IT company in the JSE Securities Exchange listed Nampak group - at 80 taverns around the country as part of a brand-building campaign.
Stirling McBride, executive of new and emerging business at ICT, said the promotion involves handing out Oude Meester-branded smart cards at 80 black taverns.
"The smart card looks like a credit card and, with this promotion, the consumer is able to insert the card in a smart card reader enabling him or her to win a small prize, such as a pen or sunglasses, while visiting the tavern. Every card is numbered and, at the end of an hour, the cards are given back to the promoters who then drew a lucky number out of a hat. The winner - and there is one from each tavern - wins a meal for two at a five star hotel."
The winner is picked up in a chauffeur-driven limousine. He or she is also issued with a smart card on the way to the hotel and, with this card, is able to purchase Oude Meester drinks during the evening.
Alaister Shand, MD of electronics company, Active Light - the company that ensured the promotions ran smoothly from a technological point of view - said re-usable smart cards will become very popular across a "multitude of market sectors".
"Smart cards are relatively expensive to produce. However, when a card can be reused for future promotions or competitions - or any other applications - the costs come down considerably, thereby establishing a solid business case."
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