One of the things I’ve missed the most over the past year is going out to see live music. There are few things that I look forward to quite like getting my ticket scanned into a show and seeing one of my favorite bands or artists perform live on stage.
I wanted to highlight how one of the most recognizable sodas out there is embracing the return of live music through its packaging.
Sprite has launched its new Live from the Label initiative. It was announced in June and is all about celebrating some of the biggest names and up-and-coming names in hip hop. But what exactly is Live from the Label, and how does it work?
The first thing that jumps out is a QR code on specially marked Sprite labels that invites consumers to scan to receive their ticket to a summer of hip hop. By scanning the QR code, the consumer is taken to a website that describes how to gain access to a livestreamed concert later this summer.
The Live from the Label initiative features three concerts, and each label is printed with either “Stage 1,” “Stage 2,” or “Stage 3”. The Stage One label will provide livestream access to a July 29 performance by Atlanta-based artist Latto, and Stage 2’s show will feature Saweetie on August 12. The Stage 3 Live from the Label performance will be announced at a later date.
What I really like about this initiative, is that these performances will take place at the music venues where the artists got their starts, celebrating the early days of their musical careers. The livestreams will also feature chats for fans to communicate with each other, along with some exclusive merch from up and coming designers.
From a packaging perspective, finding creative ways for brands to interact with consumers has proven to be a great way to extend the user experience. In recent years, we’ve seen some really cool examples with NFC-based technology, image recognition, and more. But what Sprite has done here with just a simple QR code should be commended.
Typically, a 20-ounce soda is a product that is quickly consumed and discarded. But by providing a QR code that can virtually transport a consumer to an exclusive concert, the Sprite branding and value proposition becomes elevated, and appreciated far more than a typical plastic bottle that is quickly tossed aside.
As technology and connectivity continues to become ingrained in our daily lives, it has been amazing to see how brand owners are implementing packaging to further enhance the consumer experience. And with something as simple as a QR code, Sprite has done a great job of bringing the joy of live music to the forefront of its product.