The ‘Fizzy Beast’ augmented reality campaign scored gold in the sales promotion category, while interactive cans for the MiXery beer mix brand secured Ball the silver medal in the multi-channel category. Ball will collect the award at the EuroCis trade fair in Düsseldorf on 28 February.
Ball developed the interactive Fizzy Beast character, a 3D toon in a can, complete with photo app and Facebook viral for the launch of a new flavour of Perlquell, an own brand mineral water marketed by the German Edeka-Hessenring retail chain.
The campaign combines drink cans in an innovative multipack format with the Junaio augmented reality app. Hidden in each Cool Cola-Orange multipack is a toon figure that can be brought to life by scanning the can with a smart phone. Once in the phone display, the lively toon poses for photos that can be posted and shared straight away on Facebook.
Floor stickers, shelf wobblers and posters combined with the attractive multipack from the supplier Smurfit Kappa Baden Packaging to create attention for the interactive packaging campaign from Ball. Reaching target consumers through innovative new channels, the campaign generated a very positive response for the Perlquell brand.
Cans from Ball likewise served as an augmented reality (AR) vehicle for consumers of the MiXery beer mix brand from German brewery Karlsberg. The consumer can scan one of the prize-winning AR edition cans with a smart phone and a secret door is displayed in the Junaio augmented reality browser. The door leads consumers to the online ‘taste ’n’ play’ platform, a fan community.
Source: Ball Packaging Europe
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