Apr 10
10
If MillerCoors’ new craft beer, Colorado Native, isn’t extraordinary in taste, it certainly is extraordinary in packaging. Following the strategic footsteps of Blue Moon (another MillerCoors label) which seeded the brand through word-of-mouth and allowed consumers to feel as though they “discovered” the beer themselves – the same feeling that encourages them to talk up the brand to their friends – Colorado Native is banking on sharing and interactivity among local beer geeks.
As reported by AdAge, this new microbrew is the first product to feature SnapTags on its packaging, which allows the brand to interact with their customers directly. Once the customer has opted-in via a mobile picture message of the SnapTag, Colorado Native contacts them with Colorado trivia and questions that enable the brand to sculpt the content and messaging that it sends to that individual consumer. How great is that? I can tell MillerCoors exactly what content I want to consume, be it beer facts, coupon codes, contests, whatever, and they’ll listen! Other brands, like Unilever, have included SnapTags on their ads, but this is a new level of consumer interactivity.
Let’s think of some other products that would be naturals for SnapTag labels and packaging:
1. Trek Bikes – You’re at the bike shop looking for a new mountain bike, you pause in front of an awesome new shiny 9 series, click a picture of the SnapTag, send it to the number on the label, and start receiving questions like “when’s your next major bike trek?” (depending on the answer, you may offer them a promo), “what was the last mountain you conquered?” (send them content about mountains in the area), or “what bikes have you owned in the past? (is this the right bike for you?).
2. Barnes & Noble – You’re walking down the historical-fiction aisle (people still go to bookstores right?), snap a picture of the tag, and send it to the number. Now you’re answering a couple questions about the books you read, the authors you like, and who you’re shopping for, and voila, you’re discovering new books, similar authors, perfect gift ideas, and maybe even a discount a week later.
3. Footlocker – You’re trying on that sweet new pair of Nike Huarache basketball sneaks and send a picture of the SnapTag on the basketball shoe section to the designated number. Footlocker asks if you play mostly indoors or outdoors (for cross-sells), asks if you saw the All-Star game (and sends you some highlights of the dunk contest), sends you a notification when that new Huarache goes on sale, and enters you into the Footlocker sweepstakes for two tickets to the NBA finals.
Any other ideas for cool SnapTag packaging implementation? Let’s hear ‘em!
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