Crown brings augmented reality to CrownSmart interactive cans

Crown Packaging has developed a new innovation “set to transform the beverage packaging industry” by connecting brands with end-users.

Created in collaboration with augmented reality (AR) specialist Zappar, CrownSmart will allow brands to gain an edge with the end-user and access unrivalled consumer data; it is a new interactive application that allows brand owners to directly interact with consumers, delivering a wide range of content or experiences via a unique code situated beneath the tab of a beverage can. The codes can also be used as anti-counterfeiting technology or to deliver experiential content, Crown Packaging said.

And the company has partnered with London-based Zappar to help deliver AR to brands and consumers, as well as other services like gaming, coupling and other offers.

“Crown has an extensive history in market innovation. Working with Zappar has further enabled us to lead the market with this ground-breaking initiative, transforming our cans into multimedia portals,” said Crown Holdings chief technology officer Daniel Abramowicz.

Unique, scannable codes on the cans bring valuable purchasing data to marketing teams, allowing them to tailor subsequent campaigns to the consumer. The codes are hidden until opening, creating a direct link exclusively to the end consumer. With billions of unique codes available, the possibilities for brand owners are virtually infinite, Crown claimed.

The technology is mutually beneficial for consumers, as they can easily access interactive data using an app, which then allows them to engage with the brand on online and mobile channels via a compatible smartphone or tablet. By using AR, brands can now leverage mobile devices to layer virtual product or experiential content on top of the real world in such a way that they appear to the consumer to exist in the same space, the packaging company continued.

Zappar co-founder and CEO Caspar Thykier said: “Our partnership with Crown is the perfect example of how our code-based augmented reality solution can deliver unique opportunities to our partners on a substantial scale.”