How to use marker-based augmented reality for your next packaging design

Written By
February 5, 2024

In the rapidly evolving world of packaging design, augmented reality (AR) is becoming a game-changer, offering brands a new way to engage with their customers. Among the various AR techniques, marker-based AR stands out for its ability to create immersive experiences by simply scanning a visual cue, like a QR code or a specific image. This innovative approach not only enhances the packaging's visual appeal but also adds layers of interaction and information that were previously unimaginable.

PizzaHut: Use Newstalgia Interactive Packaging

A prime example of this innovative approach is Pizza Hut's AR PAC-MAN campaign. By integrating AR technology with their packaging, Pizza Hut managed to tap into a sense of nostalgia, bringing back cherished memories of the iconic PAC-MAN game. Customers were invited to scan their pizza box, which transformed into a playable PAC-MAN game, blending the physical and digital worlds seamlessly.

Pizza Hut serves up ‘Newstalgia’ campaign celebrating what fans know and love about the pizza restaurant, but with a contemporary twist.

This clever use of AR not only entertained customers but also strengthened their emotional connection to the brand, proving that combining the old with the new—Newstalgia—can be a powerful marketing tool.

Vaseline: Education through AR Packaging

Vaseline, a brand with a storied history, leveraged AR to educate its customers in an engaging way. By scanning the limited edition Vaseline tin, customers were taken on a journey through the brand's rich heritage. Furthermore, the interactive '101 Random Uses for Vaseline' game provided not just entertainment but also valuable information, showcasing the versatility of the product.

Vaseline's AR Packaging allows customers to explore its rich history and enjoy a '101 Random Uses for Vaseline' game by scanning the limited edition tin.

This approach demonstrates how AR can be used not just for engagement, but also for educational purposes, adding depth to the customer's understanding of the brand and its values.

BON V!V's Interactive AR Outdoor Campaign

BON V!V took the concept of AR packaging to the streets with their interactive outdoor campaign. By scanning a QR code printed on BON V!V canvas placing on the street, consumers were transported to a virtual world where they could interact with a 3D vending machine.

This web-based AR experience allowed users to explore the different flavors of BON V!V in a fun and engaging way, with interactive animations that made the selection process enjoyable. Such campaigns illustrate the potential of AR to turn everyday actions, like choosing a beverage, into memorable experiences.

Final thoughts

The use of marker-based augmented reality in packaging design is not just a trend; it's a transformative tool that bridges the gap between physical products and digital experiences.

For brands looking to innovate their packaging design, AR offers a canvas limited only by imagination. Embracing this technology can elevate your product from a mere item on the shelf to an engaging story waiting to be unfolded.