The world’s first digital bottle top

There have been some great technical innovations in recent years. The iPod, the iPhone, Wi-Fi, TiVo, Kinect… the list goes on and on. But surely they all pale into insignificance compared to the mighty, life-changing invention that is the digital bottle top.

Yes, it’s a real thing. Created by British cider brand Strongbow and marketing agency Work Club, the StartCap is a bottle top with built-in RFID. When you pop the top, exposing the tag, a signal is sent to a reader somewhere in the room (at a bar or club) causing some kind of action to occur.

Exactly what response is generated will be entirely down to the venue, but it could include changing a record, adjusting the lighting, setting off fireworks, checking you in, or starting half-price drinks happy hour. It’s only a prototype at the moment, but there are plans to launch it at events across Europe soon.

So what do you think? A great idea or -- like One Direction -- another of the seven signs of the apocalypse?