# Package Activation The culinary industry entices consumers with gamified tech packaging. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Dec 13, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/package-activation ## Key Figures - Trend score: 4.7/10 - Evidence articles: 6 ## What is the Package Activation trend? **Package Activation:** Food and beverage brands are introducing gamification into packaging as a means to attract and entertain consumers. This intrigues tech-savvy shoppers, while encouraging the consumer to connect their use of the product with their value of self. This is an effect of the scoring element of gamification. ## At a Glance - Evidence: 6 featured examples - Articles from: Mar 30, 2016 to Aug 25, 2017 - Published: Dec 13, 2016 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Package Activation trend ### Gamification Packaging Brands are introducing gamification into packaging as a means to attract and entertain consumers. ### Scannable AR Codes Confection brands are featuring scannable AR codes on its candy wrappers to unlock mobile games. ### Interactive QR Codes Brands are exploring the use of QR codes as a means of helping consumers find out more about a product, its ingredients, promotions, and even contests. ## What the Package Activation trend means for industry ### For Food and Beverage The culinary industry is enticed consumers with gamified tech packaging, and built-in drinking games. ### For Toy and Game Combining chocolates, sweets, and toys in interactive packaging is an opportunity to market to children and young adults. ### For Marketing and Advertising Scannable AR codes and QR codes provide new opportunities for branding, targeted promotion, and customized messaging. ## Workshop question If you introduced a component of gamification to your brand's packaging, what kind of game would it be? ## Trend signals for Package Activation Trend score 4.7 out of 10, from popularity 67%, activity 65%, freshness 8%. - Popularity: 67% - Activity: 65% - Freshness: 8% ## Examples of the Package Activation trend 6 featured examples from Mar 30, 2016 to Aug 25, 2017. - [Building Block Chocolate Packaging](https://www.trendhunter.com/trends/hersheys-magic-box): The Hershey's Magic Box Conceptually Contains Multiple Treats (Category: Marketing) Implication: The food and beverage industry can explore integrating interactive and sustainable packaging solutions to enhance customer engagement and promote environmental responsibility. - [Edible Board Games](https://www.trendhunter.com/trends/snack-boxes): These Snack Boxes are Inspired by Retro Games and Puzzles (Category: Marketing) Implication: The food and beverage industry can leverage interactive packaging and retro-inspired product design to create memorable and engaging experiences for their customers. - [Drinking Game Tequila Packaging](https://www.trendhunter.com/trends/tequila-packaging): This Packaging Can Be Used to Ship Tequila Bottles and Play Games (Category: Lifestyle) Implication: Companies in the alcohol industry can create packaging that is more engaging to consumers and can make their products stand out on the shelves. - [QR Code Prizes](https://www.trendhunter.com/trends/toy-prizes): This Company Has Replaced the Toy Prizes in Its Snacks with QR Codes (Category: Marketing) Implication: Snack companies can explore incorporating QR codes to offer digital rewards instead of physical prizes. - [Fortune-Telling Water Bottles](https://www.trendhunter.com/trends/bottled-water-product): This Bottled Water Product Shares Fortune Cookie Sayings via QR Code (Category: Marketing) Implication: Brands in the food and beverage industry can leverage interactive packaging and fortune-telling marketing techniques to create engaging experiences for consumers and stand out in… - [AR Code Candy Packaging](https://www.trendhunter.com/trends/ar-code): This PEZ Packaging Features Scannable Codes that Unlock Mobile Games (Category: Marketing) Implication: The confectionery industry can leverage scannable AR codes on candy packaging to provide unique experiences and increase consumer engagement. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)