Anthony Locicero, Associate Editor01.28.20
Recently, Identiv, Inc. collaborated with NXP Semiconductors, TPG Rewards, and Kraft Heinz to create the “Find the KRAFT Golden Singles” reward scratch game, powered by Identiv’s NFC-enabled tag and NXP’s NFC NTAG connected solution – and won a 2019 IoT Integration Award.
Identiv’s NFC-enabled tags were embedded into KRAFT Singles 24-count instant redeemable coupon labels, which were available only at Walmart.
"Walmart gave KRAFT Cheese premium floor space due to the excitement around NFC and even increased the number of stores participating in the promotion," said Shaun Stigall, director, Strategic Accounts at Identiv. "Additionally, early results show a correlation between stores with an increased sales lift in that particular product and the stores that feature the NFC program."
"It took our team roughly 9 months to work through the complexities of bringing this first-of-its-kind test to market," said TJ Palladino, shopper marketing manager at Kraft Heinz.
For Identiv, "We developed this offering over three to four months," Stigall said.
"This was an exciting application of NFC technologies and, having overcome a few expected challenges, we can expect a shorter lead time for similar projects in the future," he added.
Those challenges included "the precision of lining up a tamper-proof tag and tail to open the coupon," according to Stigall.
"The biggest hurdle was avoiding completely tearing the NFC antenna," he said. "Consumers need to tear the NFC tag to go from an 'open state' URL – the recipe – to a 'closed state' URL – the actual gameplay – and until they make the purchase and tear off the tag, they’re not able to play the game."
Palladino said explaining NFC technology's role in the program was Kraft Heinz's biggest challenge.
However, "We found showing this technology in context to our stakeholders helped show the impact this technology could play in a shopper facing program," he added.
Ultimately, the goal of the project was "a simple business objective: Excite and delight shoppers to purchase KRAFT Singles," according to Palladino.
"We achieved this by developing a unique sweepstake that offered interaction and engagement both at the store and in [the customer's] home," he said.
Stigall said Identiv wanted to take the sweepstakes idea "beyond normal customer engagement."
"Instead of 'text to win,'" he said, "we’re moving into the world of 'tap to play.' In this space, consumers can stay private while they play, and if they don't win, they don't have to give their personal details.
"The game is easy to use and the consumer’s experience is frictionless," he added.
Both Stigall and Palladino said they're seeing increasing opportunities for NFC in consumer products.
Due to the success of "Find the KRAFT Golden Single," Identiv worked on a similar implementation for Planters' "25 Days of Crunchmas," according to Stigall.
"As the technology becomes more commonplace, this trend will continue," Palladino said. "Brands will always look for ways to connect and engage with consumers, especially through mobile. NFC technology simplifies the barrier of engagement."
"There has been a significant buzz around NFC now that telecommunication providers have implemented NFC technology in all new phones," Stigall added. "We’re also seeing increased opportunities for NFC in the gaming industry and for toy companies, like Nerf and Mattel’s Hot Wheels id.
"Additionally, the largest packaging company in Australia is currently looking to offer NFC-based intelligent packaging to all of its customers."
Identiv’s NFC-enabled tags were embedded into KRAFT Singles 24-count instant redeemable coupon labels, which were available only at Walmart.
"Walmart gave KRAFT Cheese premium floor space due to the excitement around NFC and even increased the number of stores participating in the promotion," said Shaun Stigall, director, Strategic Accounts at Identiv. "Additionally, early results show a correlation between stores with an increased sales lift in that particular product and the stores that feature the NFC program."
"It took our team roughly 9 months to work through the complexities of bringing this first-of-its-kind test to market," said TJ Palladino, shopper marketing manager at Kraft Heinz.
For Identiv, "We developed this offering over three to four months," Stigall said.
"This was an exciting application of NFC technologies and, having overcome a few expected challenges, we can expect a shorter lead time for similar projects in the future," he added.
Those challenges included "the precision of lining up a tamper-proof tag and tail to open the coupon," according to Stigall.
"The biggest hurdle was avoiding completely tearing the NFC antenna," he said. "Consumers need to tear the NFC tag to go from an 'open state' URL – the recipe – to a 'closed state' URL – the actual gameplay – and until they make the purchase and tear off the tag, they’re not able to play the game."
Palladino said explaining NFC technology's role in the program was Kraft Heinz's biggest challenge.
However, "We found showing this technology in context to our stakeholders helped show the impact this technology could play in a shopper facing program," he added.
Ultimately, the goal of the project was "a simple business objective: Excite and delight shoppers to purchase KRAFT Singles," according to Palladino.
"We achieved this by developing a unique sweepstake that offered interaction and engagement both at the store and in [the customer's] home," he said.
Stigall said Identiv wanted to take the sweepstakes idea "beyond normal customer engagement."
"Instead of 'text to win,'" he said, "we’re moving into the world of 'tap to play.' In this space, consumers can stay private while they play, and if they don't win, they don't have to give their personal details.
"The game is easy to use and the consumer’s experience is frictionless," he added.
Both Stigall and Palladino said they're seeing increasing opportunities for NFC in consumer products.
Due to the success of "Find the KRAFT Golden Single," Identiv worked on a similar implementation for Planters' "25 Days of Crunchmas," according to Stigall.
"As the technology becomes more commonplace, this trend will continue," Palladino said. "Brands will always look for ways to connect and engage with consumers, especially through mobile. NFC technology simplifies the barrier of engagement."
"There has been a significant buzz around NFC now that telecommunication providers have implemented NFC technology in all new phones," Stigall added. "We’re also seeing increased opportunities for NFC in the gaming industry and for toy companies, like Nerf and Mattel’s Hot Wheels id.
"Additionally, the largest packaging company in Australia is currently looking to offer NFC-based intelligent packaging to all of its customers."
