For many years, Crack Jack has been known for the toy prizes hidden inside its delicious popcorn and peanut snacks. Now the company is breaking with tradition by replacing physical toys with QR codes redeemable for digital rewards.
According to a press release issued by FritoLay, the iconic toy prizes in Cracker Jack products will be replaced by "baseball-inspired mobile digital experiences" accessible via QR codes inside each bag. To claim their prize, customers will need to download the Blippar app and scan the Prize Inside sticker located on the inside of the package. There are four baseball-themed activities for customers to choose from, each of which is designed to offer a more interactive brand experience than a traditional toy prize.
The move demonstrates how even the most iconic products are being adapted to suit the needs of a new generation of tech-savvy consumers.