Why Connected Packaging is the Ideal Choice to Remotely Engage with Consumers
Engage with Consumers & Transport Your Sustainability Message
In times where consumers are locked down in their own homes and events are cancelled, global brands take advantage of AR technology to reach consumers directly through their product packaging.
Even more than before Connected Packaging is a most effective way to get people to engage with brands and their packaging. Take consumers on a trip around the world, concerts and parties – all within the safety of their own four walls! Good story-telling will capture their attention and let them weave an emotional tie to your brand.
Even though Corona is the dominating subject at the moment, consumers are still conscious about sustainability. According to Global Data two-thirds of consumers worldwide think that living an ethical or sustainable lifestyle is important to creating a feeling of wellbeing. This means that the environmental impact and social responsibility of a brand and the corporation behind it are important aspects for many consumers.
Sustainability goals are not only a challenge – they come with the opportunity to get creative with existing assets such as the product packaging. Our smartphones have almost become an extension of our bodies. Connecting with consumers on the device they seemingly can’t live without is the ideal opportunity.
Easy to Implement & Sustainable
Just recently, Burger King in the UK decided to remove all plastic toys from their Junior Meals. Thereupon McDonald’s pledged to significantly reduce the hard plastic toys in its meals and replace them with more sustainable options in the second half of the year. Connected Packaging promotions and games activated right from the meal boxes would be a fun and sustainable way to replace the toys in the future.
One of the main advantages is that Connected Packaging promotions are less organizationally intensive. No giveaways or other on-pack promotions need to be manufactured, no additional inventory managed or distributed. The existing label can work as a portal to another world easily.
With the introduction of mobile browser AR an app download is no longer necessary to access augmented reality capabilities. Instead, you can access it through any devices connected to the web. Campaigns connected to a special event or promotion can be created on short notice and updates are possible at any time.
Arla transformed their yogurt and milk packaging into a “portal” for kids – where a team of brand characters invites the kids to join a “secret group”. Every day they have a new mission that can be completed with a sustainable action in the real world. Each time the kids scan the packaging and complete a REAL mission in the REAL world, they are rewarded with virtual collectible 3D assets for creating their own personal 3D farm.