The app, called SBS Virtual Packaging, offers users four different platforms through which to engage not only with the pack and its contents but also with the brand.
The platform includes a product display which enables consumers to see pack contents without opening it; social responsibility, so the consumer can find out more about product and pack provenance; sales promotion, which outlines any offers or competitions; and entertainment, which allows the brands to deliver an interactive, gamification element through the pack.
Martin Hawkins, client services director at SBS, said: "Traditional packaging is changing, with technology becoming core to the pack of the future. Brands are already using augmented reality to amplify the shopper journey, so we've taken the initiative to develop an AR app that helps brands engage with shoppers in a practical and pragmatic way. We've used technology to bring the pack to life in an interactive and engaging way."
The SBS Virtual Packaging app will be available to download as a stand-alone app, and also as a key part of SBS's Brand Lifecycle Management philosophy. BLM integrates all aspects of a brand's packaging from concept to launch through SBS's expertise of the entire process to deliver brand consistency and speed to market.
The app is expected imminently to be available as a free download through Apple store.
