Crown Holdings and Zappar have released CrownSmart to deliver augmented reality (AR) to brands and consumers, as well as other services like gaming, couponing and other offers.
The interactive application allows brand owners to directly interact with consumers, delivering content or experience via a unique code situated beneath the tab of a beverage can. The codes can also be used as anti-counterfeiting technology or to deliver experiential content.
CrownSmart is reportedly an enabling technology that affords brands the opportunity to anticipate trends, understand their market and interact with consumers.
Its unique, scannable codes on the cans bring valuable purchasing data to brands’ marketing teams, allowing them to tailor subsequent campaigns.
The codes are hidden until opening, creating a direct link exclusively to the end consumer. With billions of unique codes available, the possibilities for brand owners are virtually infinite.
Consumers can access interactive data using an app, which then allows them to engage with the brand on online and mobile channels via a compatible smartphone or tablet.
By using AR, brands can now leverage mobile devices to layer virtual product or experiential content on top of the real world in such a way that they appear to the consumer to exist in the same space.
After the consumer scans the code, brands are able to gather demographic information such as who opened what content, and when and where the code was activated.
This information enables brands to understand consumers’ behaviors, wants and needs.
Brands can integrate the Zappar technology into pre-existing apps, or create a standalone app. Applications include special promotions, games, video footage, social networking or surveys.
