Danone & Spotify Collaborate on the Light and Free Ink Campaign
References: lightandfree & mobilemarketer
The exclusive yogurt packaging by Danone is perfect for the music lover. The French company partnered with popular streaming service Spotify to deliver a customizable character to its product. The personalized yogurt packaging initative ran until March 31st and the kernel of its authenticity was contained in a special Spotify QR code. When scanned with a smartphone, consumers were able to unlock a specially curated playlist.
Dubbed 'The Light and Free Ink,' Danone and Spotfiy's yogurt packaging experience was designed by four creatives -- street artist Nerone, illustrator Justin Poulter, graphic artist Neil Stevens and designer Morag Myerscough. Each Spotify playlist was also curated by them.
The scannable QR code on Danone's exclusive yogurt packaging surely motivates interest in consumers due to its interactivity and music-friendly aesthetic.
Dubbed 'The Light and Free Ink,' Danone and Spotfiy's yogurt packaging experience was designed by four creatives -- street artist Nerone, illustrator Justin Poulter, graphic artist Neil Stevens and designer Morag Myerscough. Each Spotify playlist was also curated by them.
The scannable QR code on Danone's exclusive yogurt packaging surely motivates interest in consumers due to its interactivity and music-friendly aesthetic.
Trend Themes
1. Customizable Packaging - Danone's collaboration with Spotify on personalized yogurt packaging presents an opportunity for other industries to explore customizable packaging experiences.
2. QR Code Marketing - The use of scannable QR codes on yogurt packaging showcases a disruptive innovation opportunity for industries looking to engage consumers through interactive marketing.
3. Branded Collaborations - The collaboration between Danone and Spotify highlights the potential of partnerships between brands to create unique experiences and expand their customer base.
Industry Implications
1. Food Packaging - The yogurt packaging initiative demonstrates how the food packaging industry can leverage technology to enhance consumer engagement and brand loyalty.
2. Music Streaming - The collaboration between Danone and Spotify opens up possibilities for further partnerships between music streaming platforms and consumer goods companies.
3. Marketing and Advertising - The innovative use of QR codes in Danone's campaign presents an opportunity for the marketing and advertising industry to create more interactive and immersive campaigns.
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