Connected Packaging as a Marketing Channel

Big Picture – March 2018


The technology for connecting printed packages to online content has improved. Now designers must help brands develop content that will deliver results.

Want music to match your wine selection? Use a smartphone app to scan the label of a bottle of wine from Notaviva Vineyards. Or, would you be amused to see Walking Dead zombies smash through your smartphone screen? Use the Living Wine Labels app to scan the packaging of Walking Dead Cabernet Sauvignon. These are some of the augmented reality experiences that can show up on your smartphone when you scan digitally connected labels.

The concept of connected packages and labels has been around for years. But it’s receiving renewed attention as brands realize that packaging can be a powerful, brand-owned media channel. Brands can communicate with consumers in stores or at home and measure the effectiveness of their messaging or experiences in real time.

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