For their newest chip flavours, funny-frisch partnered with chefs from local German restaurants to produce three new flavours: Salsa & Lime, Beef Burger, and Flammkuchen. To make an impact with the novel flavours, parent company Intersnack, working with syo, leveraged a Blue Bite-powered mobile experience to add a gamification element that encourages consumers to try all three new flavours.

Bringing Gamification to Marketing

When consumers scan the QR codes on the packaging with their phones, they activate a mobile experience designed to engage them and encourage additional purchases. For each new bag that’s scanned, users earn a new level. Once all three chip flavours have been tapped, consumers can enter to win a year’s supply of their favourite chips.

One digital experience delivers customised content

Intersnack only needed one mobile experience; because Blue Bite experiences are product-specific, different content displays in the experience depending on the packaging of the flavour scanned.

And because the experiences are contextual, they recognize when a consumer has previously scanned any other chip bags. This powers the gamification aspect, allowing those that have scanned all three packages to enter the chips raffle.

No need for serialised QR codes

With this versatility built into the mobile experience, there’s no need for serialized QR codes. Only three QR codes were required — one for each flavour — to run this large-scale promotion.

The QR codes themselves proved versatile, as well. Originally directed to a static site, Blue Bite was able to redirect them using our platform and activate the IoT gamification experience.

What kind of content is needed?

To explain the origin of each new product, funny-frisch produced a video that tells the story of each new flavour featuring the chef that developed it. The brand also used the app to gather content from users; scanning packages unlocked the ability to rate the flavours.