Food packaging is being given a mobile makeover, with packaging company Tetra Pak rolling out a connected packaging white label app service that brands can adapt to their own needs as they turn their packaging into a point of engagement.
The web-based app, accessed via QR codes found on Tetra Pak packaging, tracks real-time interaction, such as the product flavour scanned, average engagement time, location, scan rate, number of visitors, return visitors and social media shares, including GDPR compliant personal data to enable the brand to optimise its marketing and better understand customers.
The connected experience can be adapted to the specific needs of each brand and product, to create a bespoke digital marketing solution for each type of audience. Divided into two different segments, the app offers versions suitable for young people and adults. Both options offer templated functionality. This includes quizzes, AR experience to showcase the brand’s packaging in 360 degrees, interactive games with leaderboards and competition prizes, as well as the option to ‘share a selfie’ with branded filters via social media and encourage friends to join the game too.
Offering a variety of games, including some focused on environmental sustainability, the app includes quizzes which not only give tips and advice, but also explains how the company tries to be more sustainable every day. It uses interactive games to engage users and those with high scores are rewarded with a variety of high value competition prizes including iPhone 12, iPads, electric bicycles, or a Nintendo Switch, among others.
Tetra Pak Iberia uses QR codes due to increasingly widespread use among consumers. According to research from Nielsen and Tetra Pak 55% of the population have already scanned food products and 76% say they would use them to learn more about the products or enter competitions.
“We are proud to offer the entire food industry access to connected packaging through our new app and to take advantage of the enormous value that this technology can deliver to brands. Open to everyone, we want to engage with as many brands as possible to help them create a unique connection with consumers and beneficiaries of smart data and real-time marketing optimisation. It is one more step towards a complete connected digital experience with unique codes and connected packaging,” says José Luis Velilla, Marketing Director of Tetra Pak Iberia.
“Connected packaging offers brands a huge opportunity to better connect with customers in a compelling and interactive way, via their very own branded media channel. Tetra Pak has made this easier than ever before through the new Iberia app, which gives brands the foundations for a brilliant connected experience, all they need to bring is their branding,” adds Jenny Stanley, Managing Director at Appetite Creative.
The new connected experience is currently only available to Tetra Pak brands in southern Europe, with more countries due to be added soon.
