Our ever-changing digital world has conditioned customers to expect more from brands and products, like experiential shopping and interaction with brands. Connected packaging technology allows brands to create unique connections with consumers and drive conversions. In this post, we’ll showcase 3 examples of connected packaging that yielded powerful results.
Estee Lauder’s Smashbox brand wanted to launch an experiential marketing campaign aimed at increasing product usage, raising awareness of additional products and increasing customer lifetime value among consumers who purchased the brand’s products.
Integral to the campaign was Touchcode’s conductive ink solution. With minimal disruption to the manufacturing process, Smashbox added small Touchcode enabled cards in the product’s packaging. The card included promotional copy inviting customers to watch exclusive online video tutorials where they could learn professional makeup tips, helping to drive brand loyalty. Because the code was invisible to the consumer, it did not interfere with the graphic design or copy on the card. Consumers simply typed a short URL into their mobile device, then touched the “connected” card to the screen to unlock the content.
Over three million cards were deployed within a 12-month period, yielding a 23% activation rate with a return user base of 50%. Additionally, by incorporating Touchcode’s connected card into its marketing mix, overall engagement time for Smashbox’s website increased from an average of 30 seconds to 7 minutes per user.
Disney wanted to take a fresh approach to its Violetta TV series, popular in Italy and Europe. The company strove to modernize its brand and optimize its reach to an audience of kids who had an increased interest in devices and apps. In collaboration with toy manufacturer Giochi Preziosi, Disney launched a merchandising initiative with its Violetta brand. Giochi Preziosi built native iOS and Android apps and added connected technology to 80 Violetta collectible cards. When kids purchased the cards, they were able to access additional content from the show, like memorable scenes, learn songs and dances with Violetta. By offering a new take on the TV series, kids could now have a full digital experience with their favorite character. This kept Disney’s young audience engaged and excited to buy more collectible cards.
The app was downloaded over 100,000 times in its first two weeks on the app stores and received a 4-star rating in the Apple app store and a 4.5-star rating in the Google Play store. Over three million Touchcode cards were distributed during the campaign, as well.
PMI, Israel’s leading producer and distributer of branded leisure products for children and teens, wanted loyal soccer fans to be able to collect Supergol cards for each soccer player. The cards consolidated players’ information and stats in one collectible card. PMI’s goal was to allow fans to access exclusive content while also making it easier to market other products, like player jerseys, to their fans. PMI developed a new digital app and trading card experience that showed additional player information and videos when customers touched a collectible card to a phone.
The app was downloaded 22,000 times in the first five weeks of the campaign. Within two weeks of launch, 7.5 million products in iSupergol booster packs, which included stickers and Touchcode cards, sold out completely.