Greiner Packaging - Connected Packaging

Project Overview

Greiner Packaging collaborated with Appetite Creative to develop an engaging Elvis Presley-themed game as part of their Connected Experience at Interpack in Düsseldorf. The game aimed to educate attendees about the environmental benefits of Greiner Packaging’s self-separating K3 packaging. With a combination of interactive elements and a leaderboard, the game successfully captured attendees’ attention, resulting in an impressive average engagement time of 3 minutes and 16 seconds and nearly 1,000 submissions in just one week. The game not only entertained the audience but also effectively communicated the brand’s commitment to sustainability and innovation.

the challenge

The primary challenge for Greiner Packaging was to effectively communicate the environmental benefits of their self-separating K3 packaging and engage the audience at Interpack, a renowned trade show. They sought an interactive and entertaining experience that would showcase the user-friendly and easy-to-recycle aspects of the packaging. The challenge was to create an experience that would capture attendees’ attention, educate them about the sustainable packaging, and generate buzz and excitement around the brand.

the solution

Greiner Packaging collaborated with Appetite Creative to develop a bespoke Connected Experience accessed through a QR code. The experience leveraged the iconic Elvis Presley theme, aligning with the motto of the K3 anniversary campaign, “often imitated, never equalled.” The interactive elements included a recycle ball game, where users aimed to separate the cardboard wrapper from plastic containers by jumping a ball, aiming for a top score on the leaderboard. Additionally, trade show attendees could enjoy sharable Elvis-themed augmented reality (AR) filters and participate in a packaging quiz to test their knowledge. Daily prizes were offered for the top three players on the leaderboard, further incentivizing engagement and competition.

the results

The Connected Experience at the Greiner Packaging trade show booth engaged attendees through an interactive K3 game, Elvis AR filters, and quizzes, highlighting the benefits of K3 packaging. Real-time tracking provided valuable insights, with high engagement metrics (3 minutes 16 seconds per user) and nearly 1,000 game submissions from 31 countries, primarily male participants. This experience effectively conveyed Greiner’s environmental message by educating visitors on eco-friendly packaging and boosted brand awareness, creating a lasting impression and attracting attention with interactive elements and prizes.