Interactive packaging brings Kellogg closer to the customer, says technology supplier

By Helen Glaberson

- Last updated on GMT

Kellogg cereal boxes are printed with a Quick Response (QR) code, which, when scanned by a smart phone camera, takes the phone browser to an online video
Kellogg cereal boxes are printed with a Quick Response (QR) code, which, when scanned by a smart phone camera, takes the phone browser to an online video

Related tags: Qr code

Over the next year Kellogg and US-based Augme Technologies will be working on optimising interactive packaging technology with the aim of acquiring data about the cereal maker’s customer base.

Brand buyer information based on how customers interact with their content is a major gain to be made from Kellogg’s interactive packaging, according to Augme, which, earlier this year, helped Kellogg launch an interactive packaging campaign called “It’s Morning Somewhere​” for the firm’s Crunchy Nut cereal brand.

The campaign involved printing the cereal boxes with a Quick Response (QR) code, which, when scanned by a smart phone camera, takes the phone browser straight to an online promotional video.

Sitting on the breakfast table for at least five to ten minutes, the cereal box is the perfect static medium for a QR code, David Apple, a spokesperson for Augume told BakeryandSnacks.com.

Consumer engagement

The QR technology has allowed Kellogg to achieve a built a relationship with the Crunchy Nut brand’s key customer base, Yuvraj Arora, senior director of Kellogg brand marketing told this publication.

A key audience for the Crunchy Nut is males, a group that readily engages with their mobile devices, she said.

Kellogg said the campaign has been so successful that it is also developing additional mobile marketing campaigns to support its other brands.

Customer profiles

Based on how their customers interact with the content, Augme’s clients can build profiles of customers in order to deliver customised content back to the user,​he explained.

The data can then be used to offer new deals to individuals that may be relevant to them, he explained.

Apple said the amount of data captured by the experience depends on the client, and that the user can opt out at any time and be erased from the database.

The companies are also working on developing other online tools that involve coupon giveaways and video sharing, he said.

Augme also works with other US food manufacturers such as Constellation Wines and past maker, Delverde, to develop similar platforms and social media strategies.

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