Business
Identiv Collaborates with NXP to Power New Kraft Heinz Intelligent Instant Redeemable Coupon for More Meaningful, Frictionless Customer Connections
Kraft Heinz’ “Find the KRAFT Golden Singles” Reward Scratch Game Is One of the Biggest Deployments of NFC-Based Intelligent Packaging To-Date FREMONT, Calif.,
About this update from Identiv, Inc.
[{"type":"text","content":"Kraft Heinz’ “Find the KRAFT Golden Singles” Reward Scratch Game Is One of the Biggest Deployments of NFC-Based Intelligent Packaging To-Date\n FREMONT, Calif., Nov. 06, 2019 (GLOBE NEWSWIRE) -- Identiv, Inc. (NASDAQ: INVE) today announced that it has collaborated with NXP® Semiconductors, TPG Rewards, and Kraft Heinz to create the “Find the KRAFT Golden Singles” reward scratch game, powered by Identiv’s near field communication (NFC)-enabled tag and NXP’s NFC NTAG connected solution. Identiv’s NFC-enabled tags are embedded into KRAFT Singles 24-count instant redeemable coupon (IRC) labels, which are available only at Walmart. The tags are based on NXP’s state-of-the-art secure authentication NFC NTAG® 213 TagTamper (TT) connected solution. This solution enables security for NFC Internet of Things (IoT) applications while providing the most efficient method of digitally connecting products. The TT Tag is a cost-effective, easy-to-use way to ensure that foods, beverages, medications, and other consumer packaged goods remain in their original condition while traveling throughout the supply chain and are safe for consumption. For the Kraft Heinz program, the team devised an alternative use case for the technology, enabling a frictionless consumer experience. “We are always looking for meaningful ways to better connect with our consumers. The dual-state NFC solution from Identiv and NXP is truly a unique mobile tap-to-engage solution,” said Dr. Brian Sobecks, Kraft Heinz Sr. Manager for IT Innovation. “We brought it to our shopper marketing team supporting Walmart, and they developed a very novel program using it embedded in an IRC.” Tapping the on-package label prior to tearing off the coupon displays KRAFT Singles recipes on a shopper’s smartphone, encouraging product purchase. After purchase, opening the package and breaking the tamper loop in the NFC tag enables a second tap experience. The shopper is invited to play the “Find the KRAFT Golden Singles” scratch-and-win style mobile game and is given an opportunity to earn a $50 Walmart e-gift card at each participating store. The contextual, interactive, web-based mobile experience is managed by TPG’s TAP Technology™ cloud platform that interfaces with NXP’s NTAG Secure Services to verify tag originality and opening status detection. In an easy to follow process, the consumer swi...