Recently, there has been a significant amount of “buzz” around packaging snapcodes: the interaction between a smartphone and a Snapchat code on a product’s package. Ideally, when the consumer “snaps” the code, he or she unlocks an external website from within Snapchat that features branded digital content and services to experience (and hopefully) enjoy. This content can range in complexity from a filter or lens campaign to a promotional gamification activity, and some brands are even using packaging snapcodes as a way to gather information on their consumers. Gatorade, for example, deployed a snapcode that directed consumers to content featuring pro athletes Karl Anthony Towns and JJ Watts. Before accessing the content, however, consumers were prompted to input their names and email addresses. Now, Gatorade has a list of between 75,000 and 100,000 highly engaged fans it can re-target moving forward.
And the opportunities don’t stop there. Check out four more reasons brands are “snapping” to attention over snapcodes on packaging:
1. Stay Relevant
Tech-savvy consumers such as millennials use newer forms of media and technology platforms. When brands engage with consumers on these platforms, they stand a higher chance of staying relevant in the consumer’s life. Brands that fail to “brand” themselves as cutting edge often fail to grab consumers’ attention and may even be perceived as outdated (in millennial speak: “p old”).
2. Empower Consumers
Snapcodes embedded on packages can drive consumers to more information such as sourcing or mission-based initiatives (think: video footage of the farm behind the ingredients or of the brand participating in a local charity event). This empowers consumers to make informed purchase decisions and helps brands maintain a loyal customer base.
3. Increase the ROI
By including snapcodes on product packaging, brands give customers (regardless of location) a fast vehicle to information beyond what’s displayed on the physical package. For example, a beauty product with a snapcode can direct the consumer to a landing page with “how-to” tutorials, celebrity looks, and links to additional styling accessories. Consumers are purchasing a BOGO (buy-one-get-one): the product and a salon-worthy look.
4. Sustain Consumer Engagement
With so much information at consumers’ fingertips, brands have to compete for their audience’s attention. They’re challenged to keep consumers interested and connected to the brand beyond the physical product. According to Jeriad Zoghby of Accenture Interactive, “Customers aren’t looking for brands to define their journeys, they want brands to design experiences that help them create their own journeys.”
To create this journey and sustain the brand-consumer relationship, brands need to enable consumers to connect on demand. This may be in the store when they’re comparing products, or it may be at home when they’re enjoying the product they chose. For example, at the start of the 2017 NFL football season, Pepsi placed snapcodes on bottles and bags of chips. Scanning the code entered customers into weekly drawings for tickets and various NFL experiences, enabling the consumer to interact with the brand long after the product’s consumption. States Zoghby, “With an ever-growing expectation of ‘personalization’ and ‘uniqueness’, food and beverage manufacturers will be expected to provide consumers with something different and memorable to help their brands rise above the noise and create a shareable experience for the shopper.”
Snapcodes for Packaging Require “Snappy” Packaging Technology
More packaging customization and variation requires brands to make quick packaging changes, and to do so successfully, manufacturers must have tools and technology that enable them to be flexible. This is where a Label and Artwork Management solution can really add value. With Label and Artwork Management technology, brands can quickly kickoff a new labeling and packaging project or make a change to an existing label or package with minimal fanfare or disruption. Project owners simply initiate a new project workflow in the Workflow Management module, and a new artwork cycle begins. The technology enables task control for cross-functional teams responsible for new packaging development and artwork approval activities, and every critical step is tracked along the way so bottlenecks are avoided and ship dates aren’t compromised.
Furthermore, Label and Artwork Management technology enables high-resolution graphic artwork and labeling content to be simultaneously reviewed online by all key stakeholders and to automatically verify the accuracy of snapcodes, QR codes, and more – saving valuable review time and minimizing errors.
Even better: Label and Artwork Management technology with a Digital Asset Manager empowers packaging owners to create content once and publish everywhere. All approved versions of artwork and supporting documentation (product information, imagery, etc.) are stored, managed, and quickly accessed in one central digital asset library. The Digital Asset Manager also attaches files to all relevant projects so the correct data and assets are used throughout the label and artwork management chain. This means it’s easy to achieve brand consistency from one brand asset to the next: packaging, landing pages, and more.
Ready to Put Snapcodes on your Packaging?
Manufacturers can quickly respond to packaging trends such as snapcodes with a highly configurable and collaborative Label and Artwork Management Solution. To learn more about the benefits of Label and Artwork Management technology, download our e-book: Boost the Bottom Line by Streamlining Package Design.