Project Overview
Greiner Packaging collaborated with Appetite Creative to develop an engaging Elvis Presley-themed game as part of their Connected Experience at Interpack in Düsseldorf. The game aimed to educate attendees about the environmental benefits of Greiner Packaging’s self-separating K3 packaging. With a combination of interactive elements and a leaderboard, the game successfully captured attendees’ attention, resulting in an impressive average engagement time of 3 minutes and 16 seconds and nearly 1,000 submissions in just one week. The game not only entertained the audience but also effectively communicated the brand’s commitment to sustainability and innovation.
Challenge
The primary challenge for Greiner Packaging was to effectively communicate the environmental benefits of their self-separating K3 packaging and engage the audience at Interpack, a renowned trade show. They sought an interactive and entertaining experience that would showcase the user-friendly and easy-to-recycle aspects of the packaging. The challenge was to create an experience that would capture attendees’ attention, educate them about the sustainable packaging, and generate buzz and excitement around the brand.
Solution
Greiner Packaging collaborated with Appetite Creative to develop a bespoke Connected Experience accessed through a QR code. The experience leveraged the iconic Elvis Presley theme, aligning with the motto of the K3 anniversary campaign, “often imitated, never equalled.” The interactive elements included a recycle ball game, where users aimed to separate the cardboard wrapper from plastic containers by jumping a ball, aiming for a top score on the leaderboard. Additionally, trade show attendees could enjoy sharable Elvis-themed augmented reality (AR) filters and participate in a packaging quiz to test their knowledge. Daily prizes were offered for the top three players on the leaderboard, further incentivizing engagement and competition.
Results
Engaging and Interactive Experience: The Connected Experience successfully engaged trade show attendees and created a buzz around the Greiner Packaging booth. The combination of the K3 game, Elvis AR filters, and quiz provided an entertaining and interactive environment for visitors to explore the benefits of the K3 packaging.
Real-Time Tracking and Optimization: The web app collected and analyzed real-time data on user interaction, giving Greiner Packaging valuable insights into consumer behavior and preferences. The game had an impressive average engagement time of 3 minutes and 16 seconds, indicating strong user interest. It reached 31 countries and attracted mostly male participants (60%). In just one week at the show, the game received nearly 1,000 submissions. These statistics helped Greiner Packaging make informed decisions and tailor their marketing strategies to better connect with its target audience.
Environmental Messaging: Greiner Packaging offers an educational cup game known as K3, which serves to enlighten consumers about the merits of environmentally friendly packaging and the underlying mechanisms it employs. The engaging nature of the experience helped attendees understand and appreciate the eco-friendly features of the packaging solution.
Increased Brand Awareness: The Connected Experience attracted attention and generated interest among trade show attendees. Through the interactive elements and prizes, Greiner Packaging was able to increase brand visibility and leave a lasting impression on potential customers.
