Interactive packaging lends brand appeal, claims US firm

By Jane Byrne

- Last updated on GMT

Related tags: Marketing, Mobile phone

An interactive tag incorporating the use of mobile phones enhances the promotional aspect of packaging while delivering additional information to consumers, claims US developer.

Graphic Packaging International has announced the first commercial application of its integrated mobile marketing system, Snap2C, on a US chicken processor’s paperboard containers.

The company said that the graphic tags printed on packs of Springer Mountain Farms chicken products enable consumers to check recipe ingredients while shopping, call a product information hotline or register to have a cookbook emailed to them.

“Through our strategic partner, Augme, we are able to generate mobile tags which are readable by mobile phones,” ​said Charles Brignac, marketing manager of retail packaging solutions, Graphic Packaging.

Brignac told that the tag contains embedded information that connects the phone user to content designated by the brand.

"Our system interprets the data sent to the portal from the phone and sends back content in proper format for the phone and the phone system,”​ added Brignac.

He said the technology allows manufacturers of food and other consumer products to fully leverage their package to influence consumer purchase through interactive trial, loyalty and brand building programmes.

Embedded data

Brignac explained that the mobile tags can be used on any printable surface that maintains the integrity of the embedded data.

He claims the tags can be incorporated into carton or package graphics and that they can be applied by ink-jet printers on the production line or via printed labels.

“The mobile tags are similar in nature to a bar code. The 2-D bar code can be printed directly on packaging or printed on a label which is attached to the package,”​ said Brignac.

Smart phones

He said that software downloads are available for most camera phones that allow the phone read and decode mobile tags.

“The new smart phones coming on to the market today have the decoder software included. When a mobile tag is scanned, the recipe (or any content selected by the brand) can be downloaded instantly to the user’s phone via their internet service,”​ he added.

Brignac said that the system can enable access to a range of product information as well as ‘how to’ videos, coupons and product surveys:

“Using Snap2C enhancements on food, beverage and consumer product packaging is a breakthrough in delivering promotional messages directly to consumers.

“It creates real-time marketing connections between consumers and products at the point of sale in the store and at the point-of-use in the home,” ​added Brignac.

Related topics: Brand Innovation, Packaging & Design

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