Think Tank, a leading UK bespoke packaging design agency, is launching new Smart packaging formats designed to help brands elevate their packaging design and boost their commercial reach.
Smart formats blend physical products with bonus digital content and will be available for customers to buy. The technology utilises NFC (near field communication) capabilities, provided by pioneering digital platforms. Unique digital access codes are embedded into physical products which are then tapped by an NFC enabled smartphone which then takes the customer to an online back end hub to access digital content.
Once tapped, customers can access bonus content uploaded by the brand – ie videos, music, online games, etc. Smart formats can be as rich and creative as brands or the manufacturers would like, and the dedicated content can be uploaded directly to the platform and added regularly throughout the lifecycle of that product and any particular campaign.
Nick Seston, head of Think Tank, said: ‘Smart technology opens up a whole new window of possibilities in packaging design, by creating exciting and exclusive digital journeys. Per packaging unit, customers can use their unique code to access additional content from the brand, enabling a rich experience that can be evolved in real time. Particularly with Black Friday and Christmas coming up, not only can Smart products elevate a brand’s packaging ideas, but strengthen the essential brand-customer relationship.’
The possibilities for Smart product ‘carriers’ are limitless, from gift boxes, mugs, football shirts, toys, through to items such as headphones, footwear, watches, and much more. With Smart technology in packaging, Think Tank can offer customers the chance to increase the exclusivity of their products with the unique access codes.
NFC technology has been previously available as a tool to access additional content, but often brands would have to provide their own back end sites. Now with Think Tank, the physical packaging and the digital back end platform are provided all in the same service, so brands can integrate Smart formats seamlessly into new packaging ideas and strategies.
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