The next frontier of Packaging is here – and brand marketers everywhere are taking advantage.
QR codes, WebAR, and image recognition offer brand marketers an exclusive chance to captivate consumers, convey a narrative, and enhance the overall brand experience for customers – when and where they want to be engaged. In fact, 57% of consumers have scanned a QR code on food packaging
But, after piquing the interest of consumers, what comes next? How can you harness this attention? With attention spans dwindling, it’s important to give consumers something of value to keep this attention – creative, innovative microsite experiences.
Below is a handful examples from brands that demonstrate effective utilization of smart packaging and creative microsites designed to connect brands to consumers.
Chips Ahoy! – Birthday Celebration Site
- Scan special Chips Ahoy Birthday products to launch site
- Blow out the digital candles by blowing into your phone’s microphone
- Fun animation reveals consumer’s Instant Win prize
- Digital coupon sent to consumer via email/SMS or via brand app
- Secure, 1st-party data capture for Sweepstakes entry
Robinson’s – AR Fruit Hunt
- Scan QR code on any Robinson’s packaging to launch scavenger hunt
- Players are challenged to find all AR fruits by answering trivia questions for clues to their location
- Once all AR fruits are found, players receive digital coupon to redeem in-store
- Add surprise and delight elements such as “The Golden Fruit” to keep users interested and engaged
Cap’n Crunch – 60th Birthday Experience
- Scan UPC code on any Cap’n Crunch cereal box once/day to see if you win
- Custom branded microsite that houses multiple fun digital engagements
- Interactive timelines, games, etc. to keep shoppers engaged
- Cap’n Crunch themed prizes and rewards, daily
- Secure, 1st-party data capture for Sweepstakes entries
Sour Patch Kids – AR Fruit Race
- Scan any Sour Patch Kids products inside participating Convenience stores across country
- Launch branded microsite to start AR Fruit Race game
- Collect as many SPK fruits as possible before time runs out
- Encourage friendly competition with live leaderboards
Starbucks Rewards – Digital Cup Flip Challenge
- Starbucks capitalized on the Bottle Flip Challenge that went viral among younger crowds
- Consumers who scanned in-store codes were able to launch a custom site
- Interactive Cup Flip hyper-casual game resonated with customers because it was short & quick, while still providing value
- Participants who scored above a certain threshold were awarded digital coupon
Mountain Dew x WWE
- Scan any Mtn Dew product once per day to see if you’re a winner
- Exclusive tiered WWE-branded prizes and rewards, daily
- Custom Wrestlemania-themed animation to reveal Prize
- Product outlinks to purchase online
- Secure, 1st-party data capture for Sweepstakes entry
Ghirardelli
- Scan any Ghirardelli logo on any product/packaging to launch site
- Digital interactive AR S’mores experience
- Choose your favorite flavors, ideal campfire themes, etc to build the perfect S’mores Scene to view in AR
- Pose with your campfire scene and share to social
- Product outlinks to purchase online
- Secure, 1st-party data capture for Sweepstakes entries
Smile Train
- Scan any Smile Train code or logo on specific marketing material (brochures, etc) to launch interactive site
- Hold phone over any image to bring it to life in AR
- Viewing product education through AR results in higher engagement levels
- Custom outlinks to donate online
- Secure, 1st-party data capture
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MoZeus‘ specialization centers on the creation of flawlessly designed websites that
- Generate Leads & Additional 1st-party data
- 100% PII data security and privacy
- Seamlessly integrate with your marketing, CRM and backend systems
- Facilitate actionable insights from these experiences at the point of sale and post-purchase