With Milka Mensajes, Mondelez proposes for its lines of Milka chocolates, a proposal surpassing the traditional concept of packaging as mere wrapping. In an even more ambitious initiative, MilkaApp now presents an augmented reality mobile app already available on IOS and Android to create messages and share them through social networks, linked to the packaging of each Milka chocolate.
Integrating the public in a leading role in the usage experience, MilkaApp proposes to incorporate personalized messages with augmented reality to the traditional Milka chocolates. Taking the experience of the user to another level, the already proven formula of Milka Messages, adds the possibility of customization and share in Social Networks and messaging platforms like Whatsapp.
But this great alliance is not recent: for more than a year the teams of Mondelez International and CamOnApp are working on giving shape and life to this overarching proposal to bring the packaging to life. The end result is an interesting way forward for the industry in general. The fundamental gene of MilkaApp is to connect perfectly the offline communication with the digital, to transform the pack of its products into a support intervenable by its clients.
Milka App is free and available for download from Apple Store (iOS) and Google Play (Android).
Pepe Marriot, founder and CCO of CamOnApp, remarks that “the main differential of Milka App is that users can not only discover content but also generate them. It’s the first case of an augmented reality app that allows you to customize the packaging of a product. “