What is Connected Packaging?
In today’s digital age, the simple act of packaging has evolved into an interactive experience. Connected Packaging intertwines physical packaging with digital technology, bridging the gap between brands and consumers. By leveraging technologies like QR codes, NFC chips, and AR experiences, it paves the way for enhanced consumer interaction, better product information delivery, and even advanced brand marketing tactics.
Differences Between Smart, Intelligent, and Connected Packaging
Smart Packaging: This involves packaging that can sense or measure specific attributes of the product or its environment. Think of freshness sensors in food packaging that tell you when the product is about to expire.
Intelligent Packaging: A step further, intelligent packaging incorporates features that provide information or take action based on what the sensors (from smart packaging) detect. For instance, a wine bottle that cools itself when it detects a rise in temperature.
Connected Packaging: Here’s where digital meets physical. Connected packaging integrates technology that connects the product to the digital world. Whether it’s through QR codes that lead to immersive brand experiences or NFC chips that allow instant payments, it’s about creating a seamless experience for the consumer.
Examples of Successful Connected Packaging Campaigns
HALEWOOD (DEAD MAN’S FINGERS) x Appetite Creative
The Challenge:
Dead Man’s Fingers wanted a unique way to push their Halloween bottle across UK pubs.
The Solution & Results:
Appetite Creative helped Dead Man’s Fingers launch a mobile ‘fruit machine’ game via QR-coded stirrers. Over October, it was played 4,300 times in places like London and Wrexham. They got a whopping 71.19% of players to register their data and only 1.97% left without playing (bounce rate).
KDD x Appetite Creative
The Challenge:
KDD wanted a fresh way to connect with families as schools reopened post-pandemic.
The Solution & Results:
In collaboration with Appetite Creative, KDD released a multi-level game, activated with QR codes on their products. Within three months, it was scanned 96,000 times and played over 191,000 times. Players stuck around for an average of 2 minutes 39 seconds, and only 1.09% left quickly. Plus, the game was shared 2.6k times on social media!
GREINER PACKAGING x Appetite Creative
The Challenge:
At the Interpack show, Greiner Packaging wanted to spotlight the green side of their K3 packaging.
The Solution and Results:
Greiner Packaging with Appetite Creative rolled out an Elvis-themed game about recycling. It engaged players for an average of 3 minutes 16 seconds, raking in almost 1,000 entries in just a week. The game even pulled in folks from 31 countries, with 60% being men.
WOODLANDS DAIRY x Appetite Creative
Challenge:
Woodlands Dairy teamed up with Tetra Pak and Appetite Creative with a hefty goal: to amplify its sustainability message and educate the masses. The spotlight was on mothers and kids, aiming to resonate sustainability and position Woodlands Dairy as the preferred sustainable dairy brand.
Solution & Results:
A simple QR code scan on Tetra Pak cartons, developed by Appetite Creative, launched users into an enlightening quiz about sustainability. The buzz of 13,500R shopping vouchers, showcased weekly on social media, was the cherry on top. The aftermath? A significant spike in engagement since March, largely due to the social media frenzy. Notably, 78% of participants were female, aligning perfectly with their target. The 25-36 age bracket dominated, with Facebook driving a substantial chunk of traffic. The clincher? An outstanding bounce rate of 18% and users sticking around for an average of 2 minutes and 14 seconds.
TETRA PAK x Appetite Creative
Challenge:
Tetra Pak had a puzzle to solve: how to inform consumers about their eco-friendly packaging in a fun, engaging manner. Plus, they had to spotlight their QR code-packed products in stores, the gateway to their gamified educational platform.
Solution & Results:
Appetite Creative developed a series of three themed games for Tetra Pak, titled “Renew”, “Reduce”, & “Recycle”. Each QR code scan ushered in a fresh game experience, ensuring no two visits felt the same. Social media was adorned with game-centric templates and sustainability facts, amplifying Tetra Pak’s green mantra. And the numbers? A staggering 43,397 package scans, a gamer count of 49,584, resulting in a whopping 513,951 website page views. Users didn’t just breeze through; they hung around for an average of 2:00 minutes. The feedback was clear: “Appetite pushed us towards the best outcome with their creativity and expertise,” lauded Susanne McKinley, Marketing Manager at TetraPak.
