Using QR codes that activate everything from mobile games to Spotify playlists, innovative CPG brands are further educating and engaging shoppers with tech-enhanced packaging

Packaging is one of the first ways to grab a customer's attention and introduce them to a brand. And now, by combining this essential element of the purchase path with emerging technologies, forward-thinking companies are driving engagement with products both before and after they're purchased. These are some of the most exciting interactive packaging activations happening now:

Malibu
Rum brand Malibu launched limited-edition connected bottles that were integrated with NFC technology and QR codes. By tapping the NFC tag or scanning the QR code, consumers could access and play an interactive mobile game to win branded prizes or gain exclusive cocktail recipes.

Malibu

Danone x Spotify
French food group Danone teamed up with music streaming service Spotify on an artistic campaign for its yogurt. The interactive packaging was embedded with a Spotify QR code, allowing shoppers to scan it and unlock a curated playlist to continue their brand discovery online.

Kellogg’s x Sony
Kellogg Company launched digitally enabled packaging for several of its products in partnership with Sony's Spider-Man: Far From Home. Each product contained unique elements such as an interactive comic and a themed game, each of which was unlocked when scanned with a smartphone camera.

Kellogg Company


Lead image: Daily Nouri/Unsplash

Packaging is one of the first ways to grab a customer's attention and introduce them to a brand. And now, by combining this essential element of the purchase path with emerging technologies, forward-thinking companies are driving engagement with products both before and after they're purchased. These are some of the most exciting interactive packaging activations happening now:

Malibu Rum brand Malibu launched limited-edition connected bottles that were integrated with NFC technology and QR codes. By tapping the NFC tag or scanning the QR code, consumers could access and play an interactive mobile game to win branded prizes or gain exclusive cocktail recipes.