In partnership with Geometry and VaynerMedia, EVRYTHNG brings Mondelez’s ‘Top Your RITZ’ campaign to life through connected packaging.
EVRYTHNG, the IoT platform that activates every consumer product to make it intelligent, interactive and trackable, reveals the technology behind one of this year’s most innovative and winning Effie Award campaigns. In partnership with Geometry and VaynerMedia, EVRYTHNG brings Mondelez’s ‘Top Your RITZ’ campaign to life through connected packaging.
With brands increasingly relying upon omnichannel consumer engagement strategies to grow and retain customers, the technology behind the creative has become the winning difference. According to research by Invesp, companies with omnichannel customer engagement strategies retain on average 89% of their customers compared to 33% customer retention rate for companies with weak omnichannel strategies. This is particularly evident when trying to grow brand awareness with millennials and generations after. The ‘Top Your RITZ’ campaign was targeted at millennials.
“It is exciting to partner with creative leaders like, Geometry and VaynerMedia to deliver innovative omnichannel experiences for brands,” said Niall Murphy, CEO and co-founder, EVRYTHNG. “Together we are helping brands grow customer loyalty and boost sales by making every item ‘always on’ and enhanced with digital content and direct-to-consumer contextualized experiences.”
The ‘Top Your RITZ’ Difference
The ‘Top Your RITZ’ campaign successfully helped the brand grow awareness and ultimately, increase sales with millennials. Specifically, engaging this critical audience so they now view RITZ as a go-to option for impromptu get-togethers, year-round.
The Technology Behind the Innovation
With phone regularly in-hand, the creative team leaned on digital engagement and social content to reach this tech-driven millennial audience. EVRYTHNG’s platform played a critical role in bringing the consumer experience to life.
Using the EVRYTHNG platform, each RITZ Crackers product is assigned a QR code with a corresponding Active Digital Identity™ (ADI) in the cloud to manage the data from and about that item. Using EVRYTHNG’s mobile scanning software, the RITZ mobile experience allows consumers to scan a QR code on the connected packaging, automatically identify the product and initiate the relevant, personalized consumer experience.
Personalized, Contextual Consumer Experiences
The EVRYTHNG platform applies patented, context-based rules to determine the exact, personalized brand content and mobile experience to dynamically deliver to each individual consumer. A key differentiator in the ‘Top Your RITZ’ campaign is the EVRYTHNG geo-fencing rule which allows the brand to pinpoint exactly where a consumer is engaging with the product:
- In-store, consumers were given a store-branded mobile experience for the specific retailer — in this case, Walmart, Kroger or Lowes Foods. Contextualized experiences included: suggested food and beverage pairings, recipes, and coupons.
- Post purchase, consumers receive continued suggestions for fun, new food and beverage pairings by simply scanning the QR code on the box.
The EVRYTHNG platform allows the brand to track consumer actions during product engagement to reveal unique consumer behaviors and preferences to aid in retargeting activities. Brands can also track engagement by store to gain valuable insight to in-store activity — typically a blind spot for brands.
This Year’s Effie Award Winners
The collaboration between EVRYTHNG, Geometry and VaynerMedia resulted in the following winning 2019 Effie Award campaigns:
Omni-channel marketing program
- Silver: Mondelēz International, Geometry (New York) and Geometry (Chicago) for Ritz Cracker’s “Lowes Foods Pair Your Ritz” with Vayner Media and EVRYTHNG
- Silver: Mondelēz International, Geometry (New York) and Geometry (Chicago) for Ritz Cracker’s “Top Your Ritz” with VaynerMedia and EVRYTHNG
- Bronze: Mondelēz International, Geometry (New York) and Geometry (Chicago) for Ritz Cracker’s “Top Your Ritz” with VaynerMedia and EVRYTHNG
About Effie Worldwide
Effie Worldwide is a 501 (c)(3) nonprofit organization that stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy. The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry and recognize any and all forms of marketing communication that contribute to a brand’s success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, regional Asia Pacific, Euro, Latin American, North American and Middle East / North Africa Effie programs and more than 40 national Effie programs. For more details, visit http://www.effie.org.
EVRYTHNG is the market leading Internet of Things SaaS platform for consumer products, managing billions of unique digital identities in the cloud. Brands and their service providers work with EVRYTHNG to apply data science intelligence on an item-by-item basis, drive new digital applications, gain visibility into supply chains and engage with their customers. EVRYTHNG led the creation of the new GS1 industry standards that have upgraded the world’s barcodes and product tags to connect every product to the web. Learn more at: https://evrythng.com and @EVRYTHNG.
In partnership with Geometry and VaynerMedia, EVRYTHNG brings Mondelez’s ‘Top Your RITZ’ campaign to life through connected packaging at the 2019 Effie Awards
“Partnering with Geometry and VaynerMedia, we are helping brands grow customer loyalty and boost sales by making every item ‘always on’ and enhanced with digital content and direct-to-consumer contextualized experiences,” said Niall Murphy, CEO and co-founder, EVRYTHNG.”