Swiss milk processor, Emmi, alongside multinational food packaging and global leading packaging company Tetra Pak, has partnered with leading creative technology studio, Appetite Creative, to promote the launch of two new products, Oat Milk Drink and Balance Drink, via interactive digital advertising and connected packaging.
Appetite Creative has developed four mobile-enabled games, each corresponding to one of the four milk products. By scanning QR codes on the Tetra Pak packaging, customers are taken to a jackpot wheel entry game, which users spin to randomly select a game to play.
“This technology affords Emmi a new level of understanding about their consumers which they didn’t have before, enabling them to use insights in an increasingly targeted way to connect them with new products and offers today, and for future product development,” said Susy McKinley Marketing Manager at Tetra Pak for Mid Europe.
“This new approach to packaging means we can put our customer needs at the forefront of our marketing strategy and respond better than ever before when it comes to product development,” said Amir Maslic, Product and Brand Manager at Emmi.
The proprietary gamification technology will collect player data from unique QR codes, which are printed on packaging and made secure via Tetra Pak, in return for discount codes and raffle entries. The data gathered from different entry points will track age, location, gender, duration of engagement, peak hours of use and purchase location. As well as, the demand for each product, and other market research personal insights, including social media preferences.
- Game UX, Design, & Build
- Social Media
- Website Images
Results (Still in progress)
- 02:50 min average time
- 5600 registrations
- 3343 package scans
- 14,531 game plays