In today’s hyper-digital age, brands are constantly striving to connect with consumers in unique and engaging ways. Traditional methods of advertising are giving way to immersive and interactive experiences, ensuring deeper brand-customer interactions. This transition has given rise to the need for a ‘Connected Experience’.
Understanding Connected Experience
A Connected Experience refers to a seamless, integrated, and personalised brand experience that connects with the consumer at multiple touch points, be it through physical or digital means.
It transcends beyond mere advertising and delves into creating memorable moments, fostering brand loyalty and building a stronger relationship with the consumer.
To learn more about this, please see “What are Connected Experiences?”.
The Magic of Connected Packaging
Connected Packaging incorporates interactive technology, allowing consumers to engage with the brand in a more direct and personalised way.
From QR codes to Augmented Reality, brands can now tell their story and share their values in a manner that was once thought impossible.
Greiner Packaging’s Sustainable Innovation at Interpack
Challenges: A Case in Point
Greiner Packaging was faced with the significant task of presenting the environmental benefits of their self-separating K3 packaging at Interpack, a globally recognised trade show.
Their goal was to create an experience that would not only educate attendees but also captivate and entertain them.
Solution & Results: A Successful Collaboration
Teaming up with Appetite Creative, Greiner Packaging introduced a unique Connected Experience through a QR code.
This experience, inspired by the iconic Elvis Presley, featured an interactive game, Elvis-themed AR filters, and an educational quiz.
As a testament to its success, the game boasted an average engagement time of 3 minutes and 16 seconds, attracting attendees from 31 countries and recording nearly 1,000 submissions in a single week.
The event showcased Greiner Packaging’s commitment to sustainability, innovation, and its prowess in crafting unforgettable brand interactions.
Conclusion
As evidenced by Greiner Packaging’s success at Interpack, Connected Experiences are much more than just interactive marketing gimmicks.
They are a powerful tool that brands can leverage to foster deeper relationships with their consumers, educate them on crucial brand values, and position themselves as innovators in a competitive market landscape. The future of brand engagement lies in these immersive, interactive, and impactful experiences.
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