The effort includes QR codes for sharing cash rewards via channels like Facebook Messenger and a reinterpretation of the Jumbotron kiss cam.

The distiller saw a 6.5% engagement rate among consumers for the bottle tags and a 22% engagement rate with its branded iOS app.

Customers can tap their phone on bottles and coasters equipped with high-tech tags and enter for a chance to win $25,000, custom jerseys and other prizes.

Banana Republic is teaming with a winery on a QR code campaign that extends brand engagement via a one-stop shop for party planning.