Big Picture - August 2018 - 9

on
the AIPIA Summit Americas
road
RECAP

"When you're disruptive, you change something," said Eef de
Ferrante, executive director, Active and Intelligent Packaging
Industry Association (AIPIA), launching the inaugural Active
and Intelligent Packaging Summit Americas 2018 conference.
Co-hosted by AIPIA and BXP magazine (sister publication to
Big Picture), the summit brought together consumer-facing
product brands, materials suppliers, and packaging technology
specialists in Jersey City, New Jersey, June 4-5.

INSIGHTS

Learn more
from the
Active and
Intelligent
Packaging
Summit
Americas 2018
conference at
bigpicture.net/
AIPIA-summit.

CONNECT THROUGH AR AND VR
Ever since the sensational 2016 launch of the "Pokémon Go"
AR app that enabled users to "catch Pokémon" in the real
world through the lens of their mobile device, augmented
and virtual reality has been at the forefront of digital
technology. Walk a tradeshow floor and you can check out a
wide-format printer via VR. And, as you saw in Editor-inChief Adrienne Palmer's March Insight, scanning the label of
a 19 Crimes wine bottle to have the character come to life is
an impressive party trick.
A number of sessions presented creative ways packagers
can use AR and VR to add value to products. Zappar's Keith
Curtin showcased a number of case studies that integrated
print and AR; a recent 7-Eleven campaign leveraged the
brand's existing loyalty app as a way to scan in-store P-O-P

displays to bring Deadpool to life on the screen, unlock
content, and earn reward points.
CONNECT WITH PRINT
Just as shoppers want retail displays to be more experience
than display, consumers who engage with connected packaging
want a seamless encounter. "Brands that create a frictionless
experience will win in the end," said Markus Wulff of Analog
and Tech. Consumers want connected print to be worth the
time and effort it takes them to engage. The key elements of a
successful connected package are attractive graphics, a clear
call to action, and engaging online content.
But why stop at packaging? Why not reach all those
smartphone users through wide-format print?
By offering connected print to your shop's customers, you
can add a competitive edge for both yourself and your clients.
Imagine scanning a concert poster that takes you to the
ticketing website, or scanning a construction wrap around a
building that gives you a tour of the new restaurant via your
phone. The possibilities are endless.
TECHNOLOGY TAKEAWAYS
* "If you offer the customer something, they will download the
app. Do something out of the box." -Maciej Kiryllo, Talkin' Things
* "Every user experience is a marketing experience. The
experience becomes the brand." -Tod Szewczyk, Leo Burnett
* "It's not about the packaging itself. It's about the
technology behind it." -de Ferrante

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