How to Combine Brand Protection and Marketing to Create a Winning Customer Experience
What if the label that protects your product from counterfeiting could also engage your customers and drive real interaction? That is exactly what happened during the Golden Oyster Game in France, where our client turned a secure packaging label into the entry point for an engaging nationwide prize campaign.
The Golden Oyster Game: A Delicious Way to Win
To promote Marennes Oléron IGP Label Rouge oysters, a national marketing campaign was launched across France. At its core was a contest called the Golden Oyster Game, offering consumers the chance to win up to €1,000 and other prizes. All they had to do was scan the secure ValiGate® QR code printed on the product label and instantly see whether they had found the golden oyster.
100,000 special trays were produced with contest-specific packaging and KURZ SCRIBOS seals, providing both authentication and interactive access to the game. The entire user journey, from scanning the label to discovering if they had won, was seamlessly linked to the SCRIBOS 360 digital and customer engagement platform.
Creating Awareness Means More Scans
What made this campaign successful was how actively the brand communicated and promoted it. A digital gaming platform, 110,000 unique codes, 1,000 posters and point-of-sale materials were used to inform customers in-store. The brand used its social media channels to raise awareness about the campaign, educating consumers on how and why to scan the product. By highlighting the reward and the authenticity check, they motivated real interaction.
The result was a significant increase in scan rates. This is key: each scan provides data in the SCRIBOS 360 platform. This helps the brand understand where products are being bought, how often customers engage, and what regions show activity that might signal grey market risks or counterfeiting trends.
Benefits for the Brand
- Increased scan rates generate valuable consumer interaction data
- Real-time insight into product flows and geographic activity
- Elevated trust in the authenticity and quality of the oysters
- Support for premium positioning via Label Rouge and IGP claims
- Clear differentiation from competitors through innovative packaging
- Stronger engagement between producers, resellers, and consumers
Benefits for the Consumer
- Simple smartphone-based authenticity check
- Fun and engaging customer experience
- Trust in the quality and origin of the oysters they purchase
More Than a Contest
Consumers walked away with prizes and confidence in the product. But the real winner was the Marennes Oléron brand itself. They delivered a smooth interactive experience while gathering valuable insights to strengthen their position in the market.
Too often, brand protection is treated as a back-office issue. But this campaign shows that when brand protection is integrated into your customer journey and amplified through smart marketing, it becomes a powerful growth driver. It builds trust and encourages interaction, while unlocking data that can guide your next strategic move.
