Swiss milk processor, Emmi, alongside multinational food packaging and global leading packaging company Tetra Pak, has partnered with leading creative technology studio, Appetite Creative, to promote the launch of two new products, Oat Milk Drink and Balance Drink, via interactive digital advertising and connected packaging.
The direct to consumer campaign aims to raise the profile of two existing products, the High Protein Milk Drink and Milk Drink, in addition to promoting the new products. To engage and educate customers, Appetite Creative has developed four mobile-enabled games, each corresponding to one of the four milk products. By scanning QR codes on the Tetra Pak packaging, customers are taken to a jackpot wheel entry game, which users spin to randomly select a game to play.
“This technology affords Emmi a new level of understanding about their consumers which they didn’t have before, enabling them to use insights in an increasingly targeted way to connect them with new products and offers today, and for future product development,” said Susy McKinley Marketing Manager at Tetra Pak for Mid Europe.
“This new approach to packaging means we can put our customer needs at the forefront of our marketing strategy and respond better than ever before when it comes to product development,” said Amir Maslic, Product and Brand Manager at Emmi.
“We aim to get customers engaged and entertained through rewarding fun games, while educating them about new products or features such as the low sugar nature of the range,” said Jenny Stanley, MD at Appetite Creative. “The tools we offer, such as gamification, enable brands like Emmi, usually reliant on retailers, to have direct interaction with their customers to gather consumer insights and better connect with new and existing customers.”
The proprietary gamification technology will collect player data from unique QR codes, which are printed on packaging and made secure via Tetra Pak, in return for discount codes and raffle entries. The data gathered from different entry points will track age, location, gender, duration of engagement, peak hours of use and purchase location. As well as, the demand for each product, and other market research personal insights, including social media preferences.
The games include a ‘Tinder style’ personality quiz to find ‘your’ perfect Emmi product and get a discount for that product. These include an Emmi Jump game where users have to jump higher and higher collecting Oat Milk along the way while avoiding the sugar; an Emmi Flip game where users have to continuously try to flip the Emmi Milk correctly until all the sugar is gone; and lastly an Emmi Fall game where users have to try to catch the falling products gaining points for each one collected and losing points every time the sugar is mistakenly caught.
At the end of the games, customers will see a splash screen introducing the two new products. Winners will have a selection of prize options and invite others to play by sharing with friends. The partnership will also be promoted across social media to raise awareness of the chance to scan and win, with the creation of posts and videos via Facebook, YouTube and Google Ads.
Known internationally for its premium Swiss products, Emmi’s range includes regular milk varieties and its own vegan line catering for audiences looking for dairy substitutes.
Emmi Oat Milk Drink and Balance Drink are available in Co-op stores – and the campaign will run until December 2020.