Novel Fyffes promotion using QR barcodes and a smartphone app
Irish mobile marketing specialist Púca has developed a promotion for Fyffes bananas involving on-pack QR barcodes and a branded smartphone app.
The promotion uses Púca’s SmartKode technology which enables consumers to use their smartphones to scan and redeem barcode stickers on Freddy Fyffes bananas in promotional packs.
The codes can be redeemed either on the website or using the built-in scanner in the Freddy Fyffes app (available to iPhone or Android users). The branded app also uses Facebook registration so the consumer can share the promotion with their friends if they wish.
Consumers who scan three codes are issued with a free kids pass to Dublin Zoo.
Traditionally, on-pack promotions have involved a ‘cut out and keep’ mechanism whereby consumers would post in wrappers from labels.
This evolved into ‘Text to Win’ promotions where consumers sent SMS texts with unique codes from labels.
However, with the continued growth of mobile internet enabled smartphones, SMS based promotions have lost some appeal among consumers.
Hence, Púca created a “next generation” promotional mechanic with the aim of engaging more deeply with the smartphone-armed consumer.
“Fyffes has recognised that in order to capture the imagination of today’s tech-savvy consumers, it’s no longer enough to provide the same old on-pack formulas. This promotion raises the bar for what consumers will now expect from on-pack promotions in the future”, said Eamon Hession, managing director of Púca Mobile Group.
