Food processing and packaging company Tetra Pak has launched the Iberia connected experience, created in partnership with Appetite Creative, to engage consumers via QR code-enabled smart packaging.
The company calls it an “universal connected experience” that can be accessed via its smart packaging.
The Iberia connected experience aims to help brands engage directly with customers without the need for initial digital development costs. Currently available to brands in southern Europe, with more countries to follow.
The white-labelled web-based app, accessed via QR codes found on Tetra Pak packaging, can be easily adapted, and tailored by brand and product requirements. It 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 optimize 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.
The company adds that the app encourages engagement through social media by enabling consumers to “share a selfie” with branded filters via social media. Consumers can also encourage friends to join in with the games on the app, with high scores being rewarded with prizes including an iPhone 12, iPads, electric bicycles, or a Nintendo Switch, among others.
“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,” said Tetra Pak Iberia Marketing Director, José Luis Velilla. “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 optimization. It is one more step towards a complete connected digital experience with unique codes and connected packaging.”
In October, Tetra Pak worked with the Swiss brand Emmi good day to offer an AR experience using smart packaging and a mobile app, which it says is aimed at encouraging consumers to lead healthy lifestyles.
