Thinfilm and Bedford deliver smart hang-tag for NFC mobile marketing

Packaging solutions with Bedford's ElastiTag now feature Thinfilm's NFC SpeedTap technology

Thin Film Electronics ASA (Oslo, Norway), a global leader in NFC smart-packaging solutions using printed electronics, announced a partnership with Bedford Industries (Worthington (MN), USA), an innovative manufacturer of product ties, closures and identification tags. The two companies will integrate Thinfilm’s NFC SpeedTap technology into Bedford’s popular ElastiTag hang-tag product line to deliver turnkey intelligent packaging solutions to consumer brand companies of all sizes as well as the broader fast moving consumer goods market.

ElastiTag hang tags are reported to be unique marketing aids that capture the attention of retail shoppers and driver consumer engagement at the point-of-sale. The tags consist of a colourful elastomer loop attached to a custom-printed label, and come in a wide range of shapes and sizes to ensure compatibility with a variety of product form-factors. As a marketing tool, the tags are used to promote special offers, launch new products, and enhance a brand’s identity.

Bedford works with a range of clients, from small- and medium-sized businesses to iconic global brands. Larger customers using the ElastiTag product include Unilever (Dove), Procter & Gamble (Downey), Diageo (Baileys), Bayer (Coppertone), Nestle, Colgate-Palmolive, L’Oreal, Method, Dole, and Hersheys.

With the integration of SpeedTap technology into the ElastiTag product, the barrier-to-entry for NFC-based mobile marketing solutions is now significantly lowered. The unique combination is said to take the hang tag to the next level, offering brands of all sizes an affordable intelligent packaging option supported by a cloud-based software platform that delivers powerful one-to-one marketing capabilities. In addition, the innovative tags easily attach to virtually all types of primary packaging, eliminating the need for more formal integration with a product and bringing NFC engagement functionality closer to the consumer.

Each ElastiTag with SpeedTap technology is uniquely identifiable and virtually impossible to clone, and can be read with the simple tap of an NFC-enabled smartphone. Once tapped, the tag wirelessly communicates with the cloud, empowering brands to connect directly with consumers to instantly deliver important product information and other relevant content. Key applications enabled by the SpeedTap’s functionality include instant-reorder, loyalty programme integration, “how to” instructions, customer reviews, surveys, and user registration.

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