Hello… welcome to the latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at some clever uses of packaging from two of the biggest fast food chains, Coca-Cola’s first sustainability campaign, Tesco introducing same-day delivery and more! So, let’s get started…
McDonald’s ‘McBoombox’ drink tray phone speakers
McDonald’s has designed a drink tray which doesn’t simply just hold your drinks. The ‘McBoombox’ actually doubles as a smartphone speaker and stand when it is turned upside down. Created as part of celebrations for the 22nd ‘birthday’ of the McFlurry, the drink tray can boost smartphone sound by 101% by ‘using 10-sided speaker openings with reflective surfaces that channel sound much more effectively than cardboard, which absorbs it.’
So the next time you get a drinks tray from McDonald’s, you might not want to put it straight in the bin!
KFC’s chicken box game controller
Continuing on the theme of innovative packaging, not to be outdone KFC has also introduced a unique new box. KFC India has teamed up with Mountain Dew to launch a special edition Bluetooth game controller using a chicken box. The chicken box contains your meal but also allows you to play various mobile games such as Pac-Man and Temple Run. The user can simply mount their smartphone to the holder and then link it to the controller via Bluetooth, on each side of the box is a physical game pad for controlling the game. The controller can be charged using a normal smartphone charger and supports Android 3.2 or iOS 7.0.
Before you get too carried away, there are only 10 boxes available so the likelihood of getting one is very slim!
Tesco to introduce same-day deliver
The UK’s largest supermarket chain Tesco has announced it is rolling out same-day grocery delivery and that the service will reach 99% of UK households. The same-day service is already running in London and the South East with customers who order by 1 pm being given a delivery slot starting from 7 pm for a cost between £3 and £8. Tesco is currently trying to increase its speed of services with the recent extension of its same-day click and collect service to 300 UK locations and also the introduction of a one-hour delivery service in central London. It is no surprise that Tesco is pushing all of these new and expanded services given the ever increasing competition from Amazon.
Coca-Cola’s sustainability campaign
Coca-cola has launched its first ever major sustainability campaign in the UK which encourages people to recycle its plastic bottles. The ‘Love Story’ campaign follows a Fanta bottle and a Coke Zero Sugar bottle, who fall in love over and over as they keep being recycled into new bottles. The campaign ad ends with a voiceover encouraging people to recycle bottles from Coca-Cola brands. The campaign is part of the company’s sustainable packaging strategy which aims to recover ‘all its packaging, as well as increase the use of recycled plastic in bottles from 25% currently to 50% by 2020.’
The marketing director for Coca-Cola Great Britain has said “the beauty of Love Story is that it reminds people our packaging is valuable, as it can be recycled into more packaging over and over again. All of our packaging is 100% recyclable and has been for some time now.”
We think this is a great campaign to raise awareness and encourage more people to recycle items instead of just sending them to landfill.
We are ending this week on the idea of ‘advertainment’, a blend of advertising and entertainment. Advertainment is the perfect way to engage with Generation Z, with Snapchat providing the ideal platform to do so. Snapchat provides the ideal platform through its ad formatting, with options such as personalised lenses and geo-filters, all of which are easily shareable and entertaining. Given that Snapchat typically has a younger demographic and that the average user spends 25-30 minutes a day on the platform all adds up to the perfect platform for advertainment. One method which brands are increasingly using now is Snapcodes. A Snapcode is a 2-D barcode which the Snapchat app can read, so users simply scan the code with their phone and instantly they connect. Snapcodes enable consumers to ‘unlock a world of in-app immersion, in a way that doesn’t feel like branded advertising.‘
Don’t forget to check out next week’s #MontageMashup, right here on the blog!