Packaged goods marketer Sun-Maid recently launched an on-pack QR code promotion with DreamWorks for the new movie, Kung Fu Panda, marking its entry into the mobile space. 

Beginning this month, Sun-Maid raisin six-packs and 24-oz. Sun-Maid raisin canisters feature on-pack QR codes that direct consumers to specially designed mobile Web sites where they can view Kung Fu Panda 2 movie trailers and enter for a chance to win a trip to the Zoo Atlanta.

"By using new technology like QR codes and working with entertainment companies, we feel that gives the consumer a deeper opportunity to engage with the brand," said Rick Bruno, vice president of brand management at Sun-Maid, Kingsburg, CA. 

"We see it as another type of marketing campaign not unlike TV or print. It just enhances the time we spend with our consumers," he said.

In this Q&A, Sun-Maid's Mr. Bruno discusses the QR code campaign, the partnership with movie studio DreamWorks, why mobile matters to the packaged goods firm and future plans using the medium. Please read on. 

What role has mobile played in Sun-Maid?s marketing strategy to date?
The use of QR codes to support the Kung Fu Panda movie is really our first effort in mobile.

We haven?t developed a mobile-optimized Web site, but are working on that.

Our idea is that we will continue to use QR codes on most of our packaging. In between promotions, we would like to be able to direct people to our mobile Web site for information.

Why did you choose QR codes for your first mobile effort?
We try to meet the needs of consumers wherever we can, whether it is in product delivery or sizes.  We feel that the packaging also needs to meet the needs of consumers.

A little less than a year ago, the Sun-Maid president saw one of these QR codes and asked me to look into it. We realized that this is the way things are going and that QR codes give us an opportunity to meet the needs of our consumers and deliver a fun, engaging experience.

At Sun-Maid, we?re very good at putting package on shelf, using that packaging as a vehicle to deliver.

QR codes is a new way to take advantage of that distribution network we have established.

What are the biggest challenges you faced bringing the QR strategy to market?
One of our challenges is to put QR codes on our smaller packaging.

The QR codes we are using are ¾?inch by ¾-inch. We also wanted to put QR codes on the individual smaller boxes but weren?t able to.

We could print the codes with no problem, but some phones aren?t able to read smaller QR codes.

I predict in a year or two, as the actual devices continue to get better, the small QR codes won?t be an issue.

Another challenge is the timing when you?re working with entertainment companies on these promotions.

The Kung Fu Panda movie is being released on May 26, but we started working on the packaging back in January. That?s how long it take to develop new packaging and get it on the shelf.

What is the goal of your QR efforts?
We want to develop a deeper engagement with Sun-Maid consumers.

Sun-Maid is a 100-year-old brand that was started in 1912. It is a great brand that a lot of people recognize.

By using new technology like QR codes and working with entertainment companies, we feel that gives the consumer a deeper opportunity to engage with the brand. We see it as another type of marketing campaign not unlike TV or print. It just enhances the time we spend with our consumers.

What are your future plans in mobile?
We have an agreement with DreamWorks to do Kung Fu Panda and the release of Puss ?N? Boots in a few months.

We feel very satisfied with the results so far. We?ve got several thousand hits already from the Kung Fu Panda packaging.

We?ll continue for at least about 12 months using QR codes for promotional activity.

Beyond that, we are starting to think about adding QR codes to our other products.

QR codes are a great way to deliver recipe ideas and other tips that consumers want at the point of purchase.

Final Take
Chantal Tode is associate editor on Mobile Marketer