AIPIA member Greiner Packaging, which creates plastic packaging for the food and non-food sectors, has created a fun and interactive connected experience to celebrate the next iteration of its sustainable K3® packaging.
The company worked with fellow member Appetite Creative, a creative technology studio, to develop the new feature. The new experience was launched at interpack in Dusseldorf recently.
At Interpack the company marked its 40th year serving the packaging sector by showcasing the benefits of its self-separating K3 packaging via a web app-based, connected experience. Accessed via a QR code, the bespoke experience taps into the motto of the K3® anniversary campaign ‘often imitated, never equalled’. And who better to embody it than Elvis Presley himself?
The entertaining Elvis-themed experience includes a recycle ball game where users jump a ball to separate the cardboard wrapper from as many plastic containers as possible in order to gain a leaderboard top score.
Showcasing the environmental benefits of this latest version of Greiner’s self-separating packaging, the experience highlighted the user-friendly easy-to-recycle experience offered by K3, says the company. Sharable Elvis AR filters were available for the trade show attendees to enjoy, alongside a quiz to test their knowledge about the packaging.
Three daily prizes were available at the show for the top three players who collected as many points as possible and climbed to the top of the leaderboard. Prizes included an Air Up drinking bottle, Chipolo Bluetooth Tracker, and Premium Kavodrink bottle.
“We have been working for over four decades to keep improving cardboard/plastic combinations, making them more user-friendly and, crucially, even more environmentally friendly. We were thrilled to celebrate this milestone while showcasing the latest K3 iteration at interpack through this entertaining, interactive and educational connected experience, available for every delegate to enjoy,” said Jörg Sabo, global director marketing & innovation at Greiner Packaging.
“This connected experience combines interactive shareable content with the clear message that, as the inventors of K3, the team at Greiner Packaging know packaging inside out. Bringing to life the benefits of this sustainable and practical packaging, we hope everyone at interpack had fun with the connected experience and competition,” said Jenny Stanley, MD at Appetite Creative.
The web app tracks real-time interaction, such as average engagement time, age, location, number of visitors, return visitors and social media shares, including GDPR-compliant personal data to enable the brand to optimise its marketing and better understand consumers.
This article was created in collaboration with AIPIA (the Active and Intelligent Packaging Industry Association). For a full update on active and intelligent packaging, come along to the AIPIA World Congress (co-organized by Packaging Europe) in Amsterdam on 14-15 November. The only smart packaging event covering the entire technology spectrum, the World Congress is a meeting place for the global active and intelligent packaging industry where brand owners, innovators, and other stakeholders can network and see and discuss the latest trends and innovations. Register to attend here.
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