Big Picture - March 2018 - 24

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.

Above: A unique
code on this wine
bottle (either a
watermarked
image, QR code, or
barcode) enables
the recipient to view
a personalized
greeting from the
gift giver. The video,
photo, or audio
greeting is stored
on the Linkz
platform and
appears when the
recipient scans the
wine bottle label
with the Linkz app.
(Photo: Linkz/Rods
and Cones)

BY EILEEN FRITSCH

through which brands can store and update the linked content of
ant music to match your wine selection?
Use a smartphone app to scan the label of a connected packaging and track the results of the campaigns.
Let's review some buzzwords, key players, and a few
bottle of wine from Notaviva Vineyards. Or,
creative applications so you, too, can be a part of this connectwould you be amused to see Walking Dead
ed packaging market.
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 The Jargon
reality experiences that can show up on your smartphone
The vocabulary of emerging technology is often confusing. In
when you scan digitally connected labels.
the packaging world, "interactive packaging" often refers to
The concept of connected packages and labels has been
designs that promote physical interaction. Cleverly designed
around for years. But it's receiving renewed attention as
packages can be reused as board games, battery testers, mini
brands realize that packaging can be a powerful, brand-owned chalkboards, clothes hangers, or placemats.
media channel. Brands can communicate with consumers in
In the printing community, "interactive print" refers to the
stores or at home and measure the effectiveness of their
ability to connect all types of printed materials (packaging, books,
messaging or experiences in real time.
magazines, posters, and T-shirts) to online content. "Interactive
Of course, connected packaging is used for other functions
packaging" refers to packaging connected to digital content.
besides marketing. Codes activated through mobile devices and
Intelligent packaging uses sensors to send and receive
scanners can help speed up checkout, detect potential food
information between the package and the consumer. RFID
spoilage, or track the delivery and authenticity of products.
(radio-frequency identification) sensors can communicate
Gartner research and advisory company predicts the number information over distances and NFC (near field communicaof connected products will increase from 5.2 billion today to 20.4 tion) sensors allow wireless short-range communications.
billion by 2020. Smithers Pira predicts the intelligent package
NFC technology is used to make "smart labels" for loss
market will grow to more than $7.8 billion by 2021.
prevention, time-and-temperature tracking of food shipments,
Print-service providers and marketing agencies can tap into and links to e-commerce websites, recipes, recycling informathis growth by offering cloud-based intelligent packaging portals tion, expiration notices, tutorials, and usage guidance.

Table of Contents for the Digital Edition of Big Picture - March 2018