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Nelonen Media and ABC-chain to be the first to use a digital content cup

Nelonen Media and ABC-chain to be the first to use a digital content cup


ESPOO, Finland — October 3, 2015 — Nelonen Media, a leading media company and ABC, a market leading gas-station chain, will take the digital content cup into use in October in Finland.

Huhtamaki's hot cup will include a label printed with unique AddCode to connect the packaging with digital content. The customer is advised to go into a mobile web, input the unique code and will be rewarded with 2 months of free usage of Nelonen Media’s Ruutu+ on-demand video service. Customers can see episodes from the highly popular Vain Elämää  (Just Life) –series in advance before it airs on TV. This gives a whole new way for Nelonen Media to reach out to more customers and make their Ruutu+ -service more known and used in Finland. At the same time the concept will make ABC’s coffee cups more appealing for consumers.

The new digital content cup solution is jointly developed by global packaging company Huhtamaki and Finnish start-up company Magic Add that specializes in digitalized solutions. Magic Add -technology is adding new mobile marketing possibilities to packaging. The new concept will enable restaurant chains a new way of adding valuable content to service packaging as well as opportunities for co-branding with leading media and digital content brands.

"We are always looking for new ways to create more value for our customers. Mobile marketing and internet-of-things is developing fast and we see great opportunities in linking smart technology solutions to our food and beverage packaging," says Timo Tiilikainen, Commercialization Director at Huhtamaki Foodservice Europe-Asia-Oceania business segment.

"This new technology allows new ways to add significant value for the menu offerings of coffee bar and quick service restaurant chains through digitalized and co-branded packaging," says Samuli Manninen, Managing Director of Magic Add.