Project Overview
Tetra Pak, in collaboration with Appetite Creative, launched a winter-themed connected packaging campaign for a leading European fruit juice producer. The campaign aimed to inspire customers to create personalized winter drinks by offering an interactive personality test accessed via QR codes on the packaging. The initiative sought to enhance customer engagement, gather valuable consumer data, and drive brand loyalty.
Challenge
The challenge was to create a winter-themed connected packaging experience that would not only engage customers but also provide valuable insights into their preferences and behaviors. Additionally, the campaign needed to seamlessly integrate seasonal content while maintaining the user-friendly interface and real-time data tracking functionalities.
Solution
Tetra Pak and Appetite Creative devised a solution that leveraged connected packaging technology to deliver an immersive and personalized experience for customers. The web app-based platform offered an interactive personality quiz, generating customized winter drink recommendations based on user responses. Seasonal content was seamlessly integrated into the existing framework, allowing for real-time updates and modifications. Furthermore, the campaign incentivized participation through a raffle for NutriBullet blenders, encouraging users to engage with the brand and share their experiences on social media.
Results
- Enhanced Customer Engagement: The interactive personality quiz and personalized drink recommendations resonated with customers, leading to increased engagement with the brand.
- Valuable Consumer Insights: Real-time data tracking provided Tetra Pak with valuable insights into customer preferences, behaviors, and purchasing habits, enabling the brand to optimize marketing strategies and product offerings.
- Increased Brand Loyalty: The campaign fostered stronger connections between customers and the brand, driving loyalty and advocacy among consumers.
- Social Media Amplification: The raffle for NutriBullet blenders incentivized users to share their experiences on social media, amplifying the reach of the campaign and generating buzz around the brand.
