The June 2019 interactive trends cover a variety of campaigns that aim to get consumers more involved in the purchasing process, while prompting them to have deeper connections to the brands that create them.

One example comes from a collaboration between Danone and Spotify, with the two launching the Light and Free Ink Campaign. Danone launched a series of personalized yogurt packages that contained a Spotify QR code, which when scanned with a consumer’s smartphone, led them to a curated playlist.

A similar initiative comes from pasta sauce brand Francesco Rinaldi, which created augmented reality packaging that prompted the illustration of Mrs. Rinaldi to come to life. The brand’s icon only became interactive after viewing her through an associated app, which was promoted on the packaging as well.

The initiative enabled consumers to learn more about the brand’s history and what sets its product apart, as they took part in a unique and memorable experience.

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