The new web-based app, developed in collaboration with digital experiences studio Appetite Creative, can be accessed through QR codes found on Tetra Pak packaging
The new app has versions suitable for young people and adults. (Credit: Firmbee from Pixabay)
Food packaging and processing company Tetra Pak has unveiled a new connected packaging white label app service to help brands directly engage with customers and avoid initial digital development costs.
The new web-based app, developed in collaboration with digital experiences studio Appetite Creative, can be accessed through QR codes found on Tetra Pak packaging.
The app has been designed to track real-time interaction such as the product flavour scanned, average engagement time, location, scan rate, number of visitors and return visitors.
It also helps to track social media shares, including GDPR-compliant personal data to allow the brand to enhance its marketing and better understand customers.
To create a customised digital marketing solution for each type of audience, the connected experience can be adapted to the specific requirements of each brand and product.
The app, which is divided into two different segments, has versions suitable for young people and adults.
Both options deliver templated functionality, which consists of quizzes, AR experience to showcase the brand’s packaging in 360 degrees and interactive games with leaderboards and competition prizes.
It also offers the option to share a selfie with branded filters through social media, as well as encourage friends to join the group.
The app offers various games with some of them are focused on environmental sustainability. It also uses interactive games to involve users, as well as provides rewards, including high-value competition prizes such as iPhone 12, iPads, electric bicycles or Nintendo Switch, for users securing high scores.
Tetra Pak Iberia marketing director José Luis Velilla said: “We are proud to offer the entire food industry access to connected packaging through our new app and to take advantage of the enormous value that this technology can deliver to brands.
“Open to everyone, we want to engage with as many brands as possible to help them create a unique connection with consumers and beneficiaries of smart data and real-time marketing optimisation.”