interactive packaging / augmetned reality meets beverage cans

TOMORROWS POS:

DRIVING SALES

WITH INTERACTIVE

PACKAGING

Larissa Laternser, BEng, MIB Ball Packaging Europe

TO GO PRODUCT VARIETY

INCREASED CHOICE

MOBILITY

COCOONING INDIVIDUALISM

EGO-ENGENEERING

GAMING

SOCIAL MEDIA

CROWDSOURCING

MASS CUSTOMIZATION

SELFNESS

SIMPLEXITY

CONSUMER

TRENDS

MASS

PRODUCTION

One line produces ~ 17M/week

Design change ~ 1-? Hours

TODAYS

SOLUTION

TODAYS

SOLUTION

Packaging =

medium

7 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM

http://youtu.be/aXV-yaFmQNk

POINT & KNOW?





PACKAGING

+ MOBILE AR .

MASS CUSTOMIZATION

9 | © BALL CORPORATION | BALL.COM

INTRODUCING

AUGMENTED


http://youtu.be/PGu0N3eL2D0




http://youtu.be/DYaDONOktLM

http://youtu.be/DYaDONOktLM


Augmented Reality is a trend:

• According to Gartner Inc., Augmented Reality is one of the Top 10

strategic IT technologies of our time. And Juniper Research forecasts $1.5

billion revenue stream by 2015

• There are 5.3 billion mobile subscribers (=77% of the world population).

• Mobile devices sales continue to rise, with smartphones showing strongest

growth. Almost one in four mobile subscribers have access to fast mobile Internet (3G or better)

Combine your experience with packaging to interact with consumers:

• With Augmented Reality technology we can access, understand and enjoy

digital data, exactly where we expect it to be and tailor it to our liking

• Mobile phones are replacing POS displays and TV advertising

• Your packaging is the trigger for the user interface of the future

• Offer a special deal, a virtual experience or interactive advertising only to

those that hold your can in their hand, and hence direct them to the point

of sale, foster word of mouth and influence purchase decision

AUGMENTED AT THE POS?

Context is Queen

who am I trying to activate?

where am I trying to activate?

FIRST

LEARNING

MOBILE

ACTIVATION

Content is King

does it provide a real benefit?

is it optimized for the target group?

SECOND

LEARNING

Remember your learning from QR codes & mobile content:

Resist the temptation of recycling!

POS ACTIVATION:

THE FIZZY BEAST

Ego Engineering & the Share Button

offer personalized content

enable recommendation marketing

WHAT

WORKED?

POS ACTIVATION:

THE FIZZY BEAST

Consumers need Incentives

is the benefit communicated?

is online WOM planned?

is consumer activation planned?

THIRD

LEARNING

ENHANCING ENGAGEMENT

MIXERY & NATHAN DRAKE


http://youtu.be/pbYkSQbpbSE



ENHANCING ENGAGEMENT

MIXERY & NATHAN DRAKE

FINAL

LEARNING *

*so far..

Avoiding Disappointments

technical difficulties, downtime

reasonable KPI’s


1. Interactions can be tracked

Information can include place, date, time and (if permitted by the consumer)

user data (age, sex..)

2. AR is a great generator for PR an word of mouth

Work with your PR agencies / experts to document contacts and web monitor

to track feedback of your target group

3. Include best practise in objectives

Good instructions and incentive on the packaging make a huge difference in

scan rates (million plus)

SETTING KPI’S


Foster sales

Motivate consumers to pick up your product and engage them at the POS

to foster sales and brand awareness. 9 out of 10 consumers are more likely

to buy your product once they hold it in their hand.

Activate facebook fans and provide consumption incentives

Build a bridge between the on- and the offline world to bring Facebook fans

back to the POS.

Save cost

One Design = multiple customized campaigns: Once the trigger is

programmed and the AR browser recognizes your beverage can you can

change the content of the campaign whenever you want.

Consumer Research

Engage shoppers to inform, but also use the touch points as an opportunity

to perform research, learning about who scans and when, where they are

and what they enjoy – in case of vouchers even when they purchase.

SUMMARY


Communicate AR on your (secondary) packaging:

Differentiation in the shelf through innovative promotions

Added value attracts the consumers attention

Direct communication between the consumer and the brand independent

of retail staff

personal, emotional shopping experiences

Interaction persuades consumers to buy

Use the advantages of the beverage can:

Use the beverage can’s surface as a billboard for your promotion

Place a large incentive to attract the consumers attention

Use the space for instructions to increase scan count

We believe in innovating and will continue to explore all areas of New Media including..

POS Projects: Partnering with STI and Toshiba (Experience Tomorrows POS)

Social Media: Creative blog community (Packaging Visions: dosioniar.de)

Ecommerce Projects: Partnering with Breadcrumbs (Shopping at the bus stop)

Crowdsourcing: Partnering with TUM and unseraller.de (The Next Energy)

..and BALL?


Download our case studies: www.ball-europe.com

Enjoy the video material: www.youtube.com/ballpackagingeurope

Read related publications:

Food Production Daily.com / Ball hails brand boosting power of AR

Inside AR: Learnings on and benefits of interactive packaging

Junaio: Ball Packaging wins Dual Accolade with interactive packaging

For Webspiration use Google:

+ Lego and Augmented Reality

+ Best in Mobile Augmented Reality

+ Packaging & Augmented Reality

Or visit the nerds at:

http://junaio.wordpress.com/

INSPIRATION AVAILABLE

http://www.ball-europe.com/



http://www.youtube.com/ballpackagingeurope

http://www.foodproductiondaily.com/Packaging/Ball-hails-brand-boosting-power-of-augmented-reality-cans

http://www.youtube.com/watch?v=zNMALZC4rl8




http://junaio.wordpress.com/2012/03/20/ball-packaging-europe-wins-dual-accolade-with-junaio/

http://junaio.wordpress.com/2012/03/20/ball-packaging-europe-wins-dual-accolade-with-junaio/



Larissa Laternser

Business Manager Soft Drinks

Ball Packaging Europe

[email protected]

All Videos:

www.youtube.com/ballpackagingeurope

Inspirational stuff:

www.dosionair.de

Twitter: dosentalk

Facebook.com/dosionair