The Adtone cup is activated via a heat activated thermochromic label when it comes into contact with a hot drink.
By scanning the code with a mobile device, customers can access promotional material on a website and digital content.
Becci Eplett, UK marketing manager, Huhtamaki, said the QR codes are controlled with digital data management software turning the coffee cup into smart packaging.
A promotion code can only be used once and dynamically changes the digital content after use.
“Packaging has always been a great channel to attract customers and create co-promotion opportunities, but Huhtamaki has taken that to the next level with the introduction of Adtone,” said Eplett.
“Combining physical product with digital services is the way forward.
“The Adtone cup gives consumers something they actually want, through something they use every day, delivering a promotional message in a unique and memorable way, helping to create a connection between bespoke packaging and the digitally savvy consumer.”
Eplett added the digitalized connection makes the single-use paper cup the perfect media for smart device centered promotional campaigns.
Consumers interact with a coffee cup for several minutes at a time and pay attention on what is printed on it.
Huhtamaki Adtone can be sold by cafes and restaurants to run a variety of campaigns from loyalty rewards to prizes.
Huhtamaki is a member of the AIPIA (Active & Intelligent Packaging Industry Association) which will be hosting its Active & Intelligent Packaging World Congress and Hackathon 2017 in Amsterdam from November 2-3.
Click here to register for the event.