How do you gamifying the brand experience?

Minor Figures has a new limited-edition release that does just that-

The "Minor Figures on the Run" campaign invites consumers to scan a QR code on pack

which then brings you to an interactive game of disguising Penny (the mascot), who is on the run

You might win a cash prize for doing so!

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By gamifying the experience, Minor Figures creates a memorable interaction with their fans

This not only drives engagement

but also reinforces the brand's irreverent personality

and more simply- adds some play to the day

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When it comes to branding, usually it's the brands who are trying hard to gain consumer trust

but HERE?

the consumer gets the question turned around on THEM!

"Can we trust you?"

I clicked NO and I got denied to play the game lol

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Minor Figures bucks all the conventional rules of packaging design-

(I had an old post about them before...)

but I do love this new LTO

Especially the details on the mascot's face- the crossed out dairy and teardrop tattoo lol

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Packaging is just one (albeit, powerful) touchpoint in the consumer journey-

Carrying the feeling over into a real engaging experience?

That could be the secret sauce as to why Minor Figures has such a cult following

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Minor Figures is on the run-
What I want to know is...
What did Penny do?!

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What are your fave alt milks?