Founded originally in 1907, Swiss dairy company Emmi AG have an impressive history preceding its current status as a market leader in value-added dairy products. They are a Swiss milk drink without lactose that contains high-quality protein, easily digestible milk fat as well as a multitude of valuable minerals, including calcium and vitamin D. Emmi wanted to be one of the first on the market to engage with consumers digitally, whilst also educating their key audience about the benefits of their range and their new Emmi good day milk drink. 

After the success of the previous campaign, we needed to take the next campaign to the next level, promoting the launch of two new products, Oat Milk Drink, and Balance Drink, via innovative Interactive Digital Ad Formats and Connected Packaging Experiences. We have built 3 games connected by a random game picker in the form of a jackpot machine.

The three games were:

1 - Balance, promoting the low sugar range.

2 - The Fall Game, where users needed to collect the two new brands Oat Milk and 60% less sugar.

3 - The Tinder-style game, where users learned lots of facts and also answered market research style questions as to which drink they preferred.  

The proprietary gamification technology collects player data from unique QR codes, which are printed on the packaging and made secure via Tetra Pak, in return for discount codes, free samples, and raffle entries. The data gathered from different entry points will track the user's age, location, gender, duration of engagement, peak hours of use, and purchase location. This technology also helps to track the demand for each product, and other market research personal insights, including social media preferences.

“This technology affords Emmi a new level of understanding about their consumers which they didn’t have before, enabling them to use insights in an increasingly targeted way to connect them with new products and offers today, and for future product development.” said Susy McKinley - Marketing Manager at Tetra Pak for Mid Europe.