Shazam, a popular app that identifies songs, worked alongside Nestlé to adapt its Kit-Kat wrappers, making for music-enabled chocolate bars that aim to increase consumer enjoyment.
Those who purchase the limited edition bars are able to enter a contest for the chance to claim a prize. To do so, they simply need to hold up their smartphone to the front of the wrapper and then click their camera button. After they do this, visual recognition technology enters their information, making the whole experience substantially more convenient and therefore encouraging a greater number of consumers to take part.
Steve Sos of Shazam spoke on the music-enabled packaging for the Kit-Kat campaign by saying, "Our one touch audio and visual recognition, coupled with the scale our waterfront property on millions of smartphones brings, should add an exciting layer of interactivity and engagement."
Key Themes Behind This Trend
- Music-enabled Packaging
- By integrating music recognition technology into product packaging, brands can create interactive and engaging experiences for consumers.
- Visual Recognition Technology
- Utilizing visual recognition technology on product packaging can streamline consumer participation in contests and promotions, enhancing convenience and increasing participation.
- Mobile App Integration
- Collaborating with popular mobile apps like Shazam allows brands to leverage their existing user base and create unique marketing opportunities through interactive packaging.
Where This Applies
- Food and Beverage
- The food and beverage industry can benefit from music-enabled packaging, as it enhances consumer enjoyment and incentivizes product engagement.
- Marketing and Advertising
- Visual recognition technology integrated into packaging presents disruptive innovation opportunities for the marketing and advertising industry, enabling seamless consumer interaction and data collection.
- Mobile Applications
- Collaborating with brands to develop interactive packaging offers mobile app companies like Shazam new revenue streams and expands their user experience beyond music recognition.
