Brands offer gamified experiences through packaging
Trend - In order to create more engaging product experiences, food and beverage brands are offering customers gamified features on their product packaging. Items in this space include video games attached to candy packaging via QR codes, and games scanned from alcohol bottle caps.
Insight - When it comes to food and beverage items, consumers typically prioritize things like flavor, convenience and cost over product experience. By creating interest in product experience as well, brands are able to gain the loyalty of customers who also appreciate novelty in their purchase decisions.
Insight - When it comes to food and beverage items, consumers typically prioritize things like flavor, convenience and cost over product experience. By creating interest in product experience as well, brands are able to gain the loyalty of customers who also appreciate novelty in their purchase decisions.
Workshop Question - What kind of gamified experience could your brand attach to its packaging?
Trend Themes
1. Gamified Product Packaging - Brands are adding gamified features to product packaging, including QR codes and NFC technology, to create more engaging product experiences and gain customer loyalty.
2. Connected Packaging - Connected packaging solutions with TAP technology and AR capabilities are creating more interactive and dynamic ways for brands to interact with consumers beyond the store shelf and point of purchase.
3. Augmented Reality Packaging - AR technology used in beverage packaging and AR cans is providing manufacturers with the chance to engage consumers with fresh and engaging content that has the potential to be updated in real-time.
Industry Implications
1. Food and Beverage - The food and beverage industry can offer more engaging product experiences through gamified packaging and connected packaging solutions to increase customer loyalty.
2. Marketing and Advertising - Marketing and advertising professionals can leverage augmented reality technology in product packaging to create more interactive and dynamic ways to engage consumers beyond the store shelf and point of purchase.
3. Customer Engagement and Insights - Connected packaging solutions with TAP technology can provide customer engagement and insights to drive sales for brands while offering value to consumers in the form of sweepstakes, special promotions, and loyalty rewards.
