Greiner Packaging has collaborated with creative technology studio Appetite Creative to develop an engaging and interactive connected experience in celebration of the latest version of its eco-friendly K3 food packaging. To mark its 40th anniversary at the forefront of innovation, the company plans to showcase the advantages of its self-separating K3 packaging through a web app-based, Elvis-inspired experience at Interpack.
By scanning a QR code, users can enjoy the bespoke experience, which features a recycle ball game where players separate the cardboard wrapper from as many plastic containers as possible to earn a spot on the leaderboard. The campaign capitalizes on the K3 anniversary slogan, ‘often imitated, never equalled’, by featuring the iconic Elvis Presley as its spokesperson. Additionally, the experience includes a trivia quiz and shareable Elvis AR filters.
Greiner Packaging’s objective is to display the sustainability benefits of its latest iteration of the self-separating packaging, which provides users with a user-friendly, easy-to-recycle experience. The company will offer three daily prizes to the top scorers on the leaderboard, who have separated the most containers in the game. The winners will receive an Air Up drinking bottle, Chipolo Bluetooth Tracker, and Premium Kavodrink bottle.
Jörg Sabo, the global director of marketing and innovation at Greiner Packaging, said, “We are thrilled to celebrate this milestone while showcasing the latest K3 iteration at Interpack through an entertaining, interactive, and educational connected experience available to every delegate.” Meanwhile, Jenny Stanley, the managing director of Appetite Creative, said, “This connected experience combines interactive shareable content with the clear message that as the inventors of K3, the team at Greiner Packaging knows packaging inside out.”
Notably, the web application is designed to provide real-time interaction and engagement tracking, such as engagement time, age, location, number of visitors, return visitors, and social media shares, including GDPR-compliant data, enabling the brand to optimize its marketing and better understand customers.
The smart packaging connected experience will be accessible via QR codes printed on K3 cups and at the Greiner Packaging stand at C42/Hall 10 from May 4th-10th at Interpack in Düsseldorf.
