Introduction
Connected Packaging has emerged as a powerful tool in the era of digital marketing, enabling companies to enhance user engagement, collect insightful consumer data, and cultivate brand loyalty. This article explores five successful Connected Packaging campaigns, illustrating the potential of this innovative marketing strategy.
1. KDD’s Interactive Experience with Appetite Creative
The challenge: Reconnecting with young consumers returning to school post-pandemic.
KDD, in collaboration with Appetite Creative, effectively used connected packaging to connect with young consumers post-pandemic. By integrating a QR code on their product packaging, users were led to engaging games and an AR feature. The campaign saw the QR code scanned over 96,000 times and the games played more than 191,000 times in just three months, showcasing the ability of connected packaging to create captivating customer experiences and gather valuable consumer data.
2. Woodlands Dairy Sustainability Campaign
The challenge: Communicating Woodlands Dairy’s sustainability initiatives effectively, particularly to the targeted demographic of mothers.
Woodlands Dairy, in conjunction with Tetra Pak and Appetite Creative, utilised connected packaging in a sustainability campaign that resulted in substantial customer engagement. QR codes on Tetra Pak cartons directed users to an educational quiz, leading to a below-average bounce rate of 18% and an average engagement time of 2 minutes and 14 seconds. Notably, 78% of the participants were mothers, indicating a successful targeting of this key demographic. The campaign was further bolstered by the appeal of weekly shopping voucher prizes, adding an interactive and rewarding element that increased engagement.
3. Greiner Packaging’s Interactive Experience
The challenge: Communicating the environmental benefits of their self-separating K3 packaging to attendees at the Interpack trade show.
In partnership with Appetite Creative, Greiner Packaging executed a connected packaging strategy that yielded impressive engagement results. During the week-long Interpack trade show, an Elvis Presley-themed interactive game introduced the environmental benefits of their self-separating K3 packaging. The game received nearly 1,000 submissions from 31 different countries, primarily from male participants (60%). The average engagement time was 3 minutes and 16 seconds, showcasing the strong interest in the connected experience.
4. Tetra Pak’s Sustainability Efforts Through Gamification
The challenge: Informing consumers about Tetra Pak’s sustainable packaging efforts in a fun and engaging way.
Tetra Pak, partnering with Appetite Creative, used gamification to educate consumers about their sustainability efforts. Scanning a QR code on their packaging led consumers to one of three games, each highlighting Tetra Pak’s commitment to “Renew,” “Reduce,” and “Recycle.” The campaign resulted in 43,397 scans, 49,584 game players, and 513,951 website page views, with an average time spent on the page of 2 minutes.
5. Dead Man’s Fingers Connected Experience Campaign
The challenge: Engaging consumers in pubs all over the United Kingdom with a special limited edition Halloween bottle.
Dead Man’s Fingers leveraged Connected Packaging to boost consumer engagement during a Halloween campaign in collaboration with Halewood Artisanal Spirits. By integrating a QR code on wooden stirrers provided with drinks, pub-goers could play a ‘fruit machine’ game on their mobile phones for a chance to win instant prizes. The campaign was conducted in over 700 pubs and saw the game played over 4,300 times in just one month, attesting to the effectiveness of Connected Packaging in fostering brand interaction and customer engagement.
Conclusion
These examples of Connected Packaging campaigns done right demonstrate the versatility and power of Connected Packaging as a marketing strategy. Whether used to engage consumers with interactive experiences, communicate brand initiatives, or support wider digital marketing campaigns, Connected Packaging offers a novel approach to customer engagement and data collection. As digital connectivity continues to influence consumer behaviour, the role of Connected Packaging in marketing is set to grow even further.