Identiv, NXP Powering New Kraft Heinz Intelligent Instant Redeemable Game

Identiv, Inc. said it collaborated with NXP Semiconductors, TPG Rewards, and Kraft Heinz to create the “Find the KRAFT Golden Singles” reward scratch game, powered by Identiv’s NFC-enabled tag and NXP’s NFC NTAG connected solution.

Identiv’s NFC-enabled tags are embedded into KRAFT Singles 24-count instant redeemable coupon (IRC) labels, which are available only at Walmart. The tags are based on NXP’s state-of-the-art secure authentication NFC NTAG 213 TagTamper (TT) connected solution.

This solution enables security for NFC Internet of Things (IoT) applications while providing the most efficient method of digitally connecting products. The TT Tag is a cost-effective, easy-to-use way to ensure that foods, beverages, medications, and other con-sumer packaged goods remain in their original condition while traveling throughout the supply chain and are safe for consumption. 

“We are always looking for meaningful ways to better connect with our consumers. The dual-state NFC solution from Identiv and NXP is truly a unique mobile tap-to-engage solution,” said Dr. Brian Sobecks, Kraft Heinz senior manager for IT innovation. “We brought it to our shopper marketing team supporting Walmart, and they developed a very novel program using it embedded in an IRC.”

Tapping the on-package label prior to tearing off the coupon displays KRAFT Singles recipes on a shopper’s smartphone, encouraging product purchase. After purchase, opening the package and breaking the tamper loop in the NFC tag enables a second tap experi-ence.

The shopper is invited to play the “Find the KRAFT Golden Singles” scratch-and-win style mobile game and is given an opportunity to earn a $50 Walmart e-gift card at each participating store. The contextual, interactive, web-based mobile experience is managed by TPG’s TAP Technology cloud platform that interfaces with NXP’s NTAG Secure Services to verify tag originality and opening status detection.

In an easy to follow process, the consumer swipes their finger across their screen to reveal either a winning tile or a “Try Again” option that includes a link to KRAFT Singles recipes. These recipes change based on location, day of the week, and social media trends. The tap-and-go NFC label is compatible with Android mobile devices and Apple iPhone 7 or newer (with the latest operating system).

“Technology should be used to solve business objectives, not just used because it is new. This program does just that,” said TJ Palladino, Kraft Heinz shopper marketing manager.

“Identiv’s tap-and-go NFC-enabled solutions in partnership with NXP are bringing to market the most advanced NFC products that use IoT-ready chips and deliver proven, pro-tected communication on contactless interfaces,” said Dr. Manfred Mueller, Identiv COO and GM, Identity.