In partnership with Coca-Cola, Auntie Ann's is introducing limited-edition pretzel buckets and a mobile game that challenges fans to put their own dunking skills to the test. These Basketball Buckets share a variation on the soft pretzel franchise's traditional buckets that includes a hoop and a backboard, and can be filled with freshly baked Pretzel Nuggets or Mini Pretzel Dogs.
The Basketball Buckets include a scannable code that can be used to launch the Basketball Buckets Challenge on a mobile device. This challenge aims to see how many baskets someone can score in just 15 seconds and there are plenty of prizes from both partnering brands that can be claimed—including a small Coca-Cola fountain soda or a $0 delivery fee on an Auntie Anne's order via DoorDash.
Gamified Pretzel Buckets
Auntie Anne's & Coca-Cola are Engaging Fans with Fun Packaging
Trend Themes
1. Gamified Packaging - The introduction of limited-edition pretzel buckets with a mobile game presents an opportunity for brands to engage and entertain customers through interactive packaging.
2. Mobile App Integration - The scannable code feature on the pretzel buckets demonstrates the potential for integrating mobile apps with physical products to enhance user experience and drive engagement.
3. Partnership Marketing - The collaboration between Auntie Anne's and Coca-Cola showcases the benefits of partnering with complementary brands to create unique and enticing promotional campaigns.
Industry Implications
1. Fast Food - The gamified pretzel buckets and mobile game can be applied to the fast food industry to create memorable and interactive packaging experiences for customers.
2. Beverage - The integration of a scannable code on packaging presents an opportunity for the beverage industry to leverage mobile apps and engage consumers in new and innovative ways.
3. Delivery Services - The partnership between Auntie Anne's and DoorDash showcases the potential for delivery service companies to collaborate with restaurants and offer exclusive promotions to customers.