Lunchables, a leading brand in the consumer packaged goods industry, sought to enhance consumer engagement and brand loyalty through an interactive experience that went beyond just the meal. By partnering with Flowcode, they created a playable packaging experience that allowed consumers to access digital games and rewards by scanning a Flowcode on the product packaging. Over a four-month campaign, Lunchables transformed how they interacted with their audience, resulting in strong engagement metrics and deepened consumer interaction with the brand.

Client Overview

Lunchables is a household name in meal kits, known for offering a fun and convenient way for parents to provide their children with pre-packaged, ready-to-eat meals. With an audience focused on parents looking for quick and easy meal solutions for their kids, Lunchables wanted to add an element of digital interaction to drive further brand engagement.

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Challenges and Objectives

In an increasingly digital world, Lunchables recognized the need to go beyond providing just a physical product. The brand wanted to deepen engagement and create a memorable customer experience that would resonate with kids. The goal was to enhance brand loyalty by making the product more interactive and fun while gaining valuable insights into how consumers were engaging with their product in offline environments.

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The Lunchables “Playables” Campaign

Lunchables teamed up with Flowcode to introduce a “playable” packaging experience. By placing Flowcodes on their packaging, consumers could scan the codes using their smartphones to unlock a range of digital games and rewards. This created a seamless bridge between the physical product and an engaging digital world.

Throughout the four-month campaign, consumers across the U.S. scanned the codes to interact with the Lunchables Playables platform, allowing parents and children to enjoy games tied to the product. The Flowcode platform provided Lunchables with the ability to track engagement metrics, giving the brand a new level of insight into consumer behavior. This deeper understanding allowed Lunchables to refine its marketing strategies and focus on what resonated most with its audience.

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Results

The collaboration between Lunchables and Flowcode led to strong results that showcased the power of interactive packaging:

• Unbeatable Engagement: Lunchables recorded 30,000 total scans during the campaign, with an impressive 50% conversion rate, engaging both parents and children through playful digital experiences.
• Turning Customers into Loyal Fans: With a 9% re-engagement rate, the campaign turned one-time participants into repeat users, building long-term brand loyalty.
• Driving Action Affordably: At just $0.31 per scan and $0.63 per conversion to games, Lunchables effectively engaged consumers nationwide while keeping costs low.

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By combining physical products with digital interactivity, Lunchables successfully increased brand engagement and fostered a deeper connection with its audience. The ability to track consumer behavior through Flowcode offered invaluable data that Lunchables can use to inform future campaigns.

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The Future of Consumer Engagement

Lunchables' partnership with Flowcode marks an evolution in how consumer brands engage with their audience. By incorporating interactive elements into their packaging, Lunchables was able to turn a typical product into a dynamic experience. Moving forward, the brand plans to continue exploring innovative ways to merge physical and digital interactions, allowing consumers to engage with the product in exciting new ways.