Tap for rosé: why the Apple Watch makes sense at Cannes Lions

The Apple Watch has undoubtedly been the must-have accessory at the Cannes Lions International Festival of Creativity in the South of France this week. We spotted iWatches on a number of delegates as well high-profile speakers including Pharrell and Jamie Oliver.

So mobile tech company Urban Airship and digital agency Intergalatic were bang on the money when they developed Rosé Time especially for Cannes Lions – an iWatch app that delivers what everyone in the know associates with the Festival: a cold glass of rosé.

Rosé Time uses beacon technology to connect with delegates who’ve downloaded the app when they arrive at the Cannes Lions Beach. When users receive the beacon-triggered notification, they can tap their Watch face once and watch as a wine glass icon fills up with liquid. The drink then arrives at the table delivered by a waiter within minutes.

“Our goal isn’t to serve thousands of glasses of wine,” explained Michael Farquhar, MD at Intergalactic. “We just thought, what’s more natural than ordering rosé at Cannes? We wanted to show people how digital and personal engagement are coming together to enable cool new experiences such as this one.”

Farquhar said that one the greatest thing about the app, besides the obvious, is that it gets the technology out of the way. “I think this show that we’re finally beginning to deliver personal experiences to people for things that they actually want, in natural ways that are natural to how they want to consume.”

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