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Constantia Interactive turns your package into a content channel. Scan the packaging via smart device’s camera and experience selected consumer engagement features out of unlimited possibilities. Real time data tracking enables to understand consumer behavior and direct online marketing.

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Frequently Asked Questions

What is Interactive Packaging?

Interactive Packaging turns your packaging into a digital content channel!

The interactive packaging is prepared in collaboration with the brand owner and will be printed with either digital watermark or image recognition on it.

Consumers can download the brand owner’s app and by pointing the smartphone toward the package, the digital content – whether video or augmented reality – appears on the consumer’s screen. Consumers then are able to perform different activities depending on the brand and packaging. By completing these activities, a two-way relationship can be experienced as the consumer can feed information back to the app, and so on.

Interactive communication will be the result of interactive packaging. That way you have direct and unmediated access to your target group of existing consumers.

Who is responsible for the content creation?

The desired content can be created and designed alone by our customers and is, therefore, the best fit for their needs. With our reliable and proven technology, our apps provide a perfect mount point for a business’ content. All we need from our clients is the creative input, be it video, audio, text or 3D objects. Games are as easily integrated as any other functionality that you want.

The only requirement for the content that we strictly insist on is that the content must not contain anything illegal or punishable.

For regular content, we provide an easy-to-use content management system that can be used to adapt the offered functionality as our client’s app evolves. When it comes to content, we leave it with the experts: you as the brand owner. If you need assistance in bringing your content ideas to life, we are happy to support you with our partner agencies. Otherwise, it’s your playground.

Who is responsible for content maintenance?

The brand specific application will be generated by our content management system. Scans will be uploaded, maintained and added upon request. We offer three fully customized data reporting tools using Microsoft power BI, forwarding every single data set.

What is provided by Constantia Flexibles?

Constantia Flexibles will act as a 1-stop-shop solution and will provide know-how and access to the technical infrastructure, depending on the use case, Constantia Flexibles will also provide printing know how.

However, the creation of all content elements (videos, images) is in the responsibility of the brand owner.

Why should you work with Constantia Flexibles?

Constantia Flexibles is one of the world’s leading manufacturers of flexible packaging and labels. Based on the guiding principle of ‘People, Passion, Packaging’, some 7,200 employees manufacture tailor-made packaging solutions at 32 sites in 18 countries. Many international companies and local market leaders from the food and pharma industries choose the sustainable and innovative products of Constantia Flexibles. This keeping in mind Constantia Flexibles is the best fit to give your packaging a WOW effect.

Why do you need an app?

CONSTANTIA Interactive opens new exciting ways to interact with your brand digitally while building a bridge from every single package to your branded app. The App provides major benefits for your brand, adding value for the consumers.

  • Enrich your packaging digitally Add virtual content from videos and games to augmented reality.
  • Create your app Customize features, content, and style to your brand equity, no third party needed.
  • Control your data Collect and own all consumer interaction data and KPIs available

Why do you think consumers will love the app?

Our experiences in the flexible packaging market have shown that QR-codes und bar-codes have not been accepted by the market (some even say they’re dead) and therefore we believe that markerless recognition and augmented reality is the solution and will deliver a wow effect for our customers.

What is the value-added to your product?

Brands can roll out digital promotions and direct marketing campaigns much closer to the consumers, namely when consumers are holding the product in their hands.

Even further, it will be possible to create individualized campaigns for different products or regions where a product is being sold.

By direct interaction between consumers and brands, customer retention can be improved and strengthened.

Enhance your up- and cross-selling by rewarding the customer for interacting with more or different products of your brand. Be it through raffles or purely digital rewards like branded games or content.

What technology is the app using?

Constantia Interactive combines multiple frameworks and programming interfaces. We are working with image recognition, digital watermarking and augmented reality interfaces to be able to recognize nearly every packaging on the market. It works on all regular smartphones running at least iOS 9.0 or Android 4.0. After scanning the package with the phone’s built-in camera, the app will serve the predefined content.

Who is responsible for data protection?

We take data protection very seriously. We do not share any information with 3rd parties. We are cooperating with experienced partners when it comes to technical infrastructure which are using state of the art encryption and data privacy measures.

What are future contents in Interactive Packaging?

The Augmented Reality sector is expanding rapidly. There will be much improvement within the next years when it comes to recognition and functionality. We believe that the content will not only be more interactive but will also solve every-day problems.

What is the difference between digital watermark and image recognition?

Image recognition uses contrast points on the artwork of the package to create a unique image. Digital watermarking, on the other hand, implements an invisible code into the artwork to create a unique image.

Image recognition is, therefore, better for short lead times because the artwork is never changed. Yet, it can reach its limits when designs are very similar.

Digital watermarking, however, is more costly, and increases lead times because it requires special printing runs. It can distinguish optically identical artworks and is therefore used for anti-mixing and anti-counterfeiting applications.