--- title: How Marketers Can Modernize Pin-On-Pack Promotions description: Learn how an 'always-on' solution can help your organization save time, money, and speed up lead times for pin-on-pack promotions. image: https://insight.wilyglobal.com/hubfs/Imported_Blog_Media/How-Marketers-Can-Modernize-Pin-On-Pack-Promotions-2.jpg --- [Skip to content](https://insight.wilyglobal.com/wily-blog/how-marketers-can-modernize-pin-on-pack-promotions#main-content) [![WILY Logo](https://insight.wilyglobal.com/hs-fs/hubfs/Logos/WILY-logo-midsize.jpg?width=1090&height=530&name=WILY-logo-midsize.jpg)](https://www.wilyglobal.com) Open main navigation Close main navigation - [Contact us](https://www.wilyglobal.com/contact/) [Contact us](https://www.wilyglobal.com/contact/) Sep 19, 2018 11:35:00 AM # How Marketers Can Modernize Pin-On-Pack Promotions [wilyglobal](https://insight.wilyglobal.com/wily-blog/author/wilyglobal) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://insight.wilyglobal.com/wily-blog/how-marketers-can-modernize-pin-on-pack-promotions) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://insight.wilyglobal.com/wily-blog/how-marketers-can-modernize-pin-on-pack-promotions) [Twitter icon](https://twitter.com/intent/tweet?url=https://insight.wilyglobal.com/wily-blog/how-marketers-can-modernize-pin-on-pack-promotions) [envelope icon](mailto:?body=https://insight.wilyglobal.com/wily-blog/how-marketers-can-modernize-pin-on-pack-promotions) ![How-Marketers-Can-Modernize-Pin-On-Pack-Promotions](https://insight.wilyglobal.com/hs-fs/hubfs/Imported_Blog_Media/How-Marketers-Can-Modernize-Pin-On-Pack-Promotions-2.jpg?width=560&height=315&name=How-Marketers-Can-Modernize-Pin-On-Pack-Promotions-2.jpg)Consumer packaged goods (GPG) brands want to market smarter, not harder. In a recent report by [AdExchanger](https://adexchanger.com/agencies/ipgs-michael-roth-says-cpgs-are-coming-back/), data shows that although [spending is up 10%](https://www.marketingdive.com/news/cpg-brands-could-be-making-a-marketing-comeback-ipg-ceo-says/522382/), CPG brands are cutting back the number of agencies they work with, while [testing different agency models](https://www.marketingdive.com/news/pg-pilots-3-new-agency-models-in-search-for-more-creativity/520935/) to maximize their marketing spend. According to AdAge, the [CPG industry spends around $225 billion on marketing](https://adage.com/article/cmo-strategy/study-cpg-spends-digital-traditional-advertising-combined/308077/), which includes spending on consumer promotions. As brands gear up for holiday promotions, it’s time for agencies to think long-term strategy, and start asking themselves, “How can I leverage these promotions year-round?” Michael Roth, CEO of [IPG](https://www.interpublic.com/our-agencies/find-an-agency) says: > “…marketing cuts are slowing as many brands recognize the value of marketing during low-growth periods.” Here’s where “pin-on-pack” promotions can play a huge part of your ongoing agency strategy. For those unfamiliar with “pin-on-pack” promotions, let’s take a second to break it down. ### **What Are “Pin-On-Pack”  Promotions?** Pin-on-pack is the process of printing and placing a pin code or any other unique identifier, [such as a QR Code](https://www.wilyglobal.com/dont-call-it-a-comeback-why-qr-codes-are-here-to-stay/), on a consumer product. This code functions as an [activation point](https://www.wilyglobal.com/what-is-data-activation-and-why-should-marketers-care/) for customers to participate in a particular marketing promotion. For example, [Dr. Oetker used “pin-on-pack” promotions for their Find Giuseppe campaign](https://start.wilyglobal.com/en-ca/case-study-droetker). When customers purchased a pizza or panzerotti from Dr. Oetker, they could then enter in the activation code for free ballots into the contest. Sounds great, and it worked; the campaign earned over 80,000 entries and over 120,000 shares across social media. But the team behind the campaign asked, “What happens to the pins when the promotion is over?” [![dr.oetker-blog-cta](https://insight.wilyglobal.com/hs-fs/hubfs/Imported_Blog_Media/dr_oetker-blog-cta-Dec-05-2022-05-11-01-5609-PM.png?width=800&height=300&name=dr_oetker-blog-cta-Dec-05-2022-05-11-01-5609-PM.png)](https://start.wilyglobal.com/en-ca/case-study-droetker) Good question. Anyone who has run a “pin-on-pack” promotion knows how rare it is for every code that is printed to be activated before the promotion ends. So, rather than ignoring these post-campaign activations, and deeming the pins useless, we prefer an alternative method. ### **Always-On for Pin-On-Pack Promotions** “Always-On” provides a solution for brands and agencies to continue utilizing their pin activations for ongoing campaigns, even after the initial campaign has ended. As we track and record all pins used, it’s possible to direct consumers to a new promotion and still capture their data. This is important because printing can take up to 6 months to complete, therefore, the next time you want to run a promotion, you could be waiting half a year to get the packaging for it. Instead, we recommend that you always have pins on your products, rather than per campaign. This saves you time, money, and speeds up your lead time. It also allows you to plan multiple promotions using the same tactic for an entire calendar year. This gives way to more creative thinking, and less time wasted. It’s also a surefire way to make your clients happy. ### **The Limit Does Not Exist** In addition to CPG “pin-on-pack” promotions, brands and agencies can place “pins” on anything. In this promotion with Stella Artois, the agency on record created a unique contest using a pin activation. ![](https://insight.wilyglobal.com/hs-fs/hubfs/Imported_Blog_Media/augusta-masters-2.png?width=782&height=368&name=augusta-masters-2.png) As you can see, movie-goers were given the opportunity to enter their pin code into a microsite for a chance to win a trip for 2 to Augusta, GA for the 2018 Masters. The success of this campaign empowered Corona to launch the same tactic for their own promotion. Interested in learning more? [Speak to one of our experts](https://www.wilyglobal.com/contact/) about how the “always-on” solution can work for you. --- ##### **[White Paper: 2018 Consumer Engagement Trends Report](https://start.wilyglobal.com/en-ca/ebook-top-10-marketing-trends-engaging-consumers)** ##### **[![](https://insight.wilyglobal.com/hs-fs/hubfs/Imported_Blog_Media/white-paper-top-10-marketing-trends-for-engaging-consumers-in-the-digital-age-cover-Dec-05-2022-05-11-13-9308-PM.png?width=204&height=268&name=white-paper-top-10-marketing-trends-for-engaging-consumers-in-the-digital-age-cover-Dec-05-2022-05-11-13-9308-PM.png)](https://start.wilyglobal.com/en-ca/ebook-top-10-marketing-trends-engaging-consumers)** In this age of digital transformation, businesses need to take creative risks when it comes to their engagement strategy. Explore the top 10 marketing trends that are disrupting the way we engage consumers in 2018 and beyond. **WHAT’S INSIDE:** - Personalizing the Experience with Artificial Intelligence - Getting Immersive with Virtual Reality & Augmented Reality - Winning Over Your Customer with Contests and Sweepstakes - Interactive Case Studies from Dr. Oetker and adidas - Plus So Much More! **[Download the FREE 17 page report today!](https://start.wilyglobal.com/en-ca/ebook-top-10-marketing-trends-engaging-consumers)** [activation](https://insight.wilyglobal.com/wily-blog/tag/activation) ## Related posts [![](https://insight.wilyglobal.com/hs-fs/hubfs/Imported_Blog_Media/Master-Consumer-Engagement-With-These-Creative-Solutions-2.jpg?height=200&name=Master-Consumer-Engagement-With-These-Creative-Solutions-2.jpg)](https://insight.wilyglobal.com/wily-blog/master-consumer-engagement-with-these-creative-solutions) [Business](https://insight.wilyglobal.com/wily-blog/tag/business) ## [Master Consumer Engagement With These Creative Solutions](https://insight.wilyglobal.com/wily-blog/master-consumer-engagement-with-these-creative-solutions) [wilyglobal](https://insight.wilyglobal.com/wily-blog/author/wilyglobal) May 3, 2019 9:30:00 AM What exactly is customer engagement? In short, it’s the way you interact with your customers in... [Read more](https://insight.wilyglobal.com/wily-blog/master-consumer-engagement-with-these-creative-solutions) [![](https://insight.wilyglobal.com/hs-fs/hubfs/Imported_Blog_Media/PIN-Codes-Unlocked-How-Brands-Incentivize-Purchase-1.png?height=200&name=PIN-Codes-Unlocked-How-Brands-Incentivize-Purchase-1.png)](https://insight.wilyglobal.com/wily-blog/pin-codes-unlocked-how-brands-incentivize-purchase) [activation](https://insight.wilyglobal.com/wily-blog/tag/activation) ## [PIN Codes Unlocked: How Brands Incentivize Purchase](https://insight.wilyglobal.com/wily-blog/pin-codes-unlocked-how-brands-incentivize-purchase) [wilyglobal](https://insight.wilyglobal.com/wily-blog/author/wilyglobal) Sep 25, 2018 9:30:00 AM Last week we uncovered some of the benefits of “Always On” for pin-on-pack promotions. We briefly... [Read more](https://insight.wilyglobal.com/wily-blog/pin-codes-unlocked-how-brands-incentivize-purchase) [![](https://insight.wilyglobal.com/hs-fs/hubfs/Imported_Blog_Media/The-7-Secrets-About-Customer-Activation-Only-A-Handful-Of-People-Know-2.png?height=200&name=The-7-Secrets-About-Customer-Activation-Only-A-Handful-Of-People-Know-2.png)](https://insight.wilyglobal.com/wily-blog/the-7-secrets-about-customer-activation-only-a-handful-of-people-know) [activation](https://insight.wilyglobal.com/wily-blog/tag/activation), [brand experience](https://insight.wilyglobal.com/wily-blog/tag/brand-experience) ## [The 7 Secrets About Customer Activation Only A Handful Of People Know](https://insight.wilyglobal.com/wily-blog/the-7-secrets-about-customer-activation-only-a-handful-of-people-know) [wilyglobal](https://insight.wilyglobal.com/wily-blog/author/wilyglobal) Jan 17, 2019 11:32:00 AM Social media and digital communications is influencing the way marketers operate. Customer... 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