The package that a product is sold in is valuable.
In fact, sometimes it can actually be the reason why a customer chooses one product over another.
Malcolm Gladwell highlighted this in his book, “Blink: The Power of Thinking Without Thinking.”
In the book, Gladwell talked about Louis Cheskin’s work with package design, which on more than one occasion led to dramatic increases in sales.
Paco Underhill also addressed package design in his book, “Why We Buy: The Science of Shopping–Updated and Revised for the Internet, the Global Consumer, and Beyond.”
And, if you look, a quick search on Google could uncover a lot of advice from designers that you might find useful.
But, what I find interesting are some of the things that brands are currently trying that not only can influence sales, but can also provide value to customers, encourage sharing on social media, and can be an additional source of revenue.
Here is a list of a few examples that I have found recently, each of which encourage customers to use their smartphones in one way or another and ultimately help get customers talking about the brand online.
While the examples listed do not include packaging found on a shelf in a brick-and-mortar retail store, the lessons learned could easily be applied there as well.
Amazon Minions Boxes
When a customer purchases an item from Amazon.com, everyone who sees the product get delivered knows where they bought it. With its arrow that looks like a smile, the Amazon.com logo is easily recognized.
However, when Amazon.com sold the space on their boxes to advertise Minions, it created a lot of positive buzz for the brand and the movie.
Aside from the novelty factor (this was the first time that non-Amazon ads appeared on the boxes,) they also encouraged customers to take a photo of themselves holding the box and post it on social media sites using the hashtag #MinionsBoxes for a chance to win a $1,000 Amazon gift card.
Therefore, they not only generated some extra revenue by selling the space on their boxes, they shared in the spotlight when customers posted their photos on social media.
And, a lot of people posted these photos.
You can still search the hashtag on Twitter and Instagram for examples.
Zappos #ImNotaBox Campaign
As an article on Adweek.com points out, “Zappos wants you to think outside the box. Beginning with the box itself.”
“On June 1, the online retailer will begin shipping some shoes in a very cool new box (designed in-house) that features a collection of template designs printed on the inside—encouraging the recipients to fold, cut and otherwise reuse the box into item [sic] like a smartphone holder, a children’s shoe sizer, a geometric planter and a 3-D llama,” the article continues.
Similar to the Amazon.com box, Zappos is encouraging customers to share the creative things that they do with the box on social media.
The boxes haven’t started shipping yet, but there is little doubt that they will get some people talking about the brand online.
For additional information, go to www.imnotabox.com.
McDonald’s Turned a Happy Meal Into a VR Headset
In March, McDonald’s Sweden launched a promotion that they dubbed “Happy Goggles.”
According to Adweek, McDonald’s Sweden created 3,500 Happy Meal boxes that could be turned into virtual-reality viewers. These special Happy Meal boxes were available in 14 restaurants over the weekends of March 5 and March 12.
“The push is tied to the Swedish “Sportlov” recreational holiday, during which many families go skiing,” states the Adweek article. “With this in mind, McD’s created a ski-themed VR game, “Slope Stars,” for use with the oggles [sic] (though they work just as well with any mobile VR experience). The game can also be played in a less immersive fashion without them.”
As the Adweek article also points out, it is similar to Google Cardboard.
This is just one mobile marketing campaign that McDonald’s has recently tested.
They called this special placemat the “McTrax.”
Alas, this campaign was only available in the Netherlands. Last month.
It appears that McDonald’s lets its European customers try all the cool things first.
Final Thoughts
As a result of Louis Cheskin’s work, we know that package design can have a huge impact on sales.
We also know that smartphones are a huge part of your customers’ lives.
Therefore, it makes sense that brands encourage customers to engage with the brand in various creative ways using the packaging that their products are sold and shipped in.
As with everything that we do in the marketing world, it is important to test and monitor the effects that these creative package designs have on sales. Because, as pointed out, the packaging can influence sales in both positive and negative ways.
That said, if you don’t try new things, you might be missing out on a huge opportunity to create buzz around the brand that can impact your bottom line in immeasurable ways.
Photo credit: @chadjthiele on Instagram.
Chad Thiele is a marketing analyst and strategist, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer.
