Connected packaging provides the solution to the long-standing goal of connecting with consumers in real time with marketing assets.
Every brand and product has a story to tell. This can be the story of how the product came to be, its benefits or instructions on how to use it. With QR codes and NFC tags, it is possible to spread these stories and share them with customers in an easy and modern way.
With connected packaging, companies are able to get in touch with the consumer with an interactive experience that releases emotional reactions. Therefore, it strengthens consumer engagement with the brand.
Furthermore, you can improve your brand awareness and collect a wide range of GDPR consumer data to use in future marketing campaigns or branding strategies.
To better understand connected packaging and its impact, let us introduce you to a few successful connected packaging campaigns from our clients here at Appetite Creative:
Tetra Pak East Africa
Appetite Creative managed to create a connected experience for the participants of the Lewa Marathon. The aim was to help runners navigate the routes, share valuable information about Lewa’s wildlife, and communicate all the progress and actions Tetra Pak is taking to support the sustainable production of its products in African communities. The team provided a digital experience with fun games enhanced with a live marathon route map. The QR code associated with the connected experience was printed on the water cartons that were distributed during the race.
As a result, Tetra Pak’s sustainability efforts were communicated to a broad and diverse group of over 200 runners and families. The average engagement time was 2 minutes and 39 seconds. The environmentally friendly package reduced the carbon footprint of the event by removing plastics weighing 300kg. Last but not least, the package and its connected experience were awarded GOLD in the beverages category of the 2022 Afristar awards. It is one of the most significant packaging recognitions in all of Africa, thanks to its innovative design and smart approach to sustainability.
Merck
Merck had difficulties gathering detailed information about the scientists and doctors from their community to do targeted communications. Appetite Creative implemented a connected experience that used gamification to develop a fun game aimed at their target audience of science professionals. To start the game, the players needed to fill in their email addresses. After that, users had 18 avatars to choose from to start the game that has three levels. In-game, the players had to shoot pipettes into a moving trash bin to gain points. Afterwards, the users get listed in a ranking, which allows them to compete for prizes and rewards.
As a result, a total of 706 users scanned the QR for the game, and 468 participants had a completion rate of over 85%. Merck collected 364 new emails thanks to the game, making the campaign a success.
KDD
KDD’s goal after the Coronavirus pandemic was to connect with kids and families for the reopening of schools in a fun and interactive way. Appetite Creative created a multi-level experience gamification for this.
The game consisted of a 2D racing game, an AR game, and a series of AR filters for social media sharing. In the first level, players have to drive to school in a car personalised to their favourite KDD flavour. It was essential to avoid the obstacles and collect the booster ingredients to complete the levels faster, providing a fun level of challenge to the experience.
If one had succeeded in the first racing game, the AR game “What’s in my lunch box?” was unlocked and could be accessed via the smartphone camera. In this game, KDD products and fruit were thrown out of a lunchbox, and the player needed to cut them up as quickly as possible in three different levels.
After completing the two games, the users need to share their results on social platforms to increase their chances of winning prizes. People could use, for example, the specially developed AR selfie filters to do this.
The campaign is still active, and over 96,000 people have scanned the QR code in the first three months; the game has been played more than 191,000 times as of November 2022. As a result, the connected experience achieved an average session duration of 2min and 39 seconds. In addition, the company has collected enormous quantities of valuable GDPR consumer data.
Have we aroused your interest? Contact us now and create your own connected experience with our help.
If you want to read more successful case studies check out our website HERE.
Check out this article about brand strategy from DesignRush where we are mentioned as a top Branding Agency.