Greiner Packaging Collaborates with Appetite Creative to Create Interactive Experience Celebrating Sustainable Packaging Innovation
In honour of its 40th anniversary at the forefront of innovation, Greiner Packaging, renowned experts in sustainable plastic packaging, has partnered with creative technology studio Appetite Creative to develop an engaging and interactive connected experience. This celebration marks the introduction of the latest version of their industry-leading sustainable packaging, K3®.
Accessible through a QR code, the customized experience embodies the theme of Greiner Packaging’s K3® anniversary campaign: “often imitated, never equalled.” And who better to represent this than the legendary Elvis Presley himself?
The entertaining Elvis-themed connected experience features a recycle ball game, where users aim to separate the cardboard wrapper from as many plastic containers as possible to achieve a high score on the leaderboard. By showcasing the environmental advantages of the new iteration of self-separating packaging, the experience highlights the user-friendly and easy-to-recycle nature of K3®. Additionally, it offers shareable Elvis-themed augmented reality (AR) filters and a quiz to test users’ knowledge about the packaging.
The app was launched at the Interpack trade show in Düsseldorf in early May. Each day, three prizes were awarded to the top three players who collected the highest number of points and reached the top of the leaderboard. The winners, announced at the end of each day, received prizes such as an Air Up drinking bottle, Chipolo Bluetooth Tracker, and Premium Kavodrink bottle.
Jörg Sabo, Global Director of Marketing and Innovation at Greiner Packaging, expressed enthusiasm about the milestone celebration and the opportunity to showcase the latest version of K3®, the self-separating K3® r100. He emphasized Greiner Packaging’s continuous efforts over the past four decades to improve cardboard-plastic combinations, enhancing their user-friendliness and, most importantly, their environmental friendliness.
Jenny Stanley, Managing Director at Appetite Creative, described the connected experience as a blend of interactive and shareable content, delivering a clear message that the Greiner Packaging team, as the inventors of K3®, possess comprehensive expertise in packaging. The aim is to bring to life the benefits of this sustainable and practical packaging, ensuring that everyone enjoys the interactive experience.
The web app tracks real-time interaction data, including average engagement time, age, location, number of visitors, return visitors, and social media shares. It complies with GDPR regulations regarding personal data to enable the brand to optimize its marketing strategies and gain a deeper understanding of consumers.
