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PACK EXPO partners with Iconoculture to demonstrate augmented reality technologies for packaging

The newest feature of The Brand Zone at PACK EXPO International 2010 (October 31-November 3; McCormick Place, Chicago, IL) will give brand owners hands-on experience with next-generation augmented-reality and mobile marketing applications for packaging and help explain how these emerging technologies create deeper consumer connections and extend engagement beyond the retail shelf. This special area of the show is being developed and produced by PACK EXPO’s exclusive consumer and packaging insights partner, Iconoculture.

The interactive feature represents the second part of Project 2020: The Consumer Experience, sponsored by DuPont. Prototypes of packages of the future as envisioned by the package design and development community will also be displayed in The Brand Zone.

“When packaging delivers a great experience, consumers remember it. That hasn’t changed. What has changed is what’s included in the experience. Today, an increasing number of brands are extending that ‘great experience’ beyond convenience and functionality to include interactive and mobile technologies that truly engage consumers — even after they’ve left the store,” says Charles D. Yuska, president and CEO of PMMI, the sponsor and producer of PACK EXPO.

Engaging the Senses
In addition to offering one-on-one demonstrations of augmented reality and mobile marketing for packaging applications, Iconoculture will present a series of 15-minute multisensory presentations from the floor of The Brand Zone. As part of these presentations, strategists from Iconoculture’s Global Packaging Advisory Service will share how these packaging technologies reflect current and future consumer lifestyles, values and purchasing-decision mindsets.

Attendees will also learn about Iconoculture’s unique approach to delivering comprehensive global consumer and packaging insights for brand owners, converters and package designers through the integrated analysis and interpretation of data from multiple sources.

“Iconoculture has an extensive background in analyzing and understanding consumer behaviors, and the ability to uncover innovative packaging technologies ahead of the curve. That makes Iconoculture the ideal partner for this project,” Yuska adds.

Iconoculture has scheduled four presentations daily from Sunday, Oct. 31 through Tuesday, Nov. 2. Three presentations are slated for Wednesday, Nov. 3. Timing is as follows:

Sunday, October 31 — Tuesday, November 2
•    9:30-9:45 a.m.
•    11:00-11:15 a.m.
•    1:30-1:45 p.m.
•    3:00-3:15 p.m.
Wednesday, November 3
•    9:30-9:45 a.m.
•    11:00-11:15 a.m.
•    1:30-1:45 p.m.

Registration is not required to attend the presentations, but seating will be available on a first-come, first-served basis.

Bringing the Apps to Life
“Retailers are pushing brands to create engaged shopping and alternative use-occasion experiences,” says David Luttenberger, CPP, VP, Packaging Strategist at Iconoculture. “Brands bold enough to tap the power, pizzazz and intuitive functionality of augmented reality and mobile marketing for packaging will be those with the most meaningful connections to consumers in the coming decade.”

Iconoculture has included a custom mobile marketing experience for PACK EXPO attendees in this press release. Learn more about mobile marketing apps, Iconoculture’s presentations in The Brand Zone and become eligible to win an iPad by scanning and texting or emailing the JagTag accompanying this press release. No code reader downloads are required.

On site at PACK EXPO, attendees will also be able to scan and text JagTags on signage around McCormick Place and become eligible to win additional iPads.

For more information about PACK EXPO International 2010, visit or contact PMMI’s Show Department at 703.243.8555 or [email protected]



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