Actimel Acti-Kickers: Turning Every Bottle into a Digital Experience

The Actimel Acti-Kickers campaign turned 22 collectible Actimel Kids bottles into a digital football experience. Consumers scanned the QR code on each bottle, opened the campaign web app and built their own Acti-Kickers squad, with every eligible scan offering another chance to win. Holograph helped Danone's Actimel team deliver the complete digital journey across DACH and Iberia. We connected every stage of the campaign, including QR code entry, account registration, collection tracking, instant-win allocation, CRM permissions, winner management, fulfilment and campaign reporting. For consumers, the journey was designed to feel quick and simple. Behind it sat a campaign platform capable of recognising each scan, applying the correct participation rules and moving successful claims into fulfilment.

The Challenge Each bottle was a new campaign entry point. After scanning the QR code, the participant needed to reach the right market experience, register or sign in, add the Acti-Kicker to their collection and receive an immediate result. With 22 different bottle designs in circulation, the platform also needed to recognise repeat participation, maintain an accurate collection for each account and apply market-specific entry limits. The campaign had wider commercial goals too. Actimel wanted to understand who was taking part, how many participants were new to the brand and how many gave permission for future communications. Winner management added another operational layer. Contact details, eligibility checks, prize confirmation and delivery information all had to move through one controlled process. Manual handovers would have made the campaign slower and harder to monitor across markets. Partners Involved Actimel (Danone): Providing the campaign strategy, Acti-Kickers creative concept, participating products and prize programme. Holograph: Designing and building the connected digital journey, managing campaign technology, instant-win mechanics, CRM data capture, winner workflows, fulfilment and reporting. Markets Germany, Austria, Switzerland, Spain and Portugal. Key Objectives Turn on-pack QR codes into a simple digital participation journey. Encourage consumers to collect all 22 Acti-Kicker bottles. Capture first-party consumer data and communication permissions. Manage instant-win allocation accurately across multiple markets. Connect winner confirmation directly with fulfilment. Give Actimel clear reporting on engagement, accounts and customer acquisition. Holograph solution Holograph built a single campaign platform that connected the consumer experience with the operational work taking place behind every scan. QR code journey Consumers entered the campaign by scanning the QR code on a participating Actimel Kids bottle. The journey opened directly in the web app, removing unnecessary steps between the physical product and campaign participation. Account and collection experience Participants could create an account, return after future purchases and add new Acti-Kickers to their collection. The platform maintained each participant's progress across all 22 bottle designs and applied the relevant participation rules for their market. Instant-win allocation Every eligible scan was checked against the campaign rules and entered into the instant-win mechanic. Participants received their result immediately, while the platform recorded the entry and prevented invalid or duplicate participation. CRM and permissions Registration gave Actimel a clear view of who was engaging with the campaign. The journey also captured communication consent where offered, creating an opportunity to continue the relationship after the promotion. Winner management and fulfilment When a participant won, the platform moved them into a guided claim journey. Holograph managed winner data collection, claim checks, confirmation communications and fulfilment coordination so each valid prize could be prepared for delivery. Campaign reporting Live reporting brought scans, visits, accounts, permissions and purchaser data into one view. Actimel could compare performance between DACH and Iberia throughout the campaign and review the full conversion journey after it closed.

Holograph delivered Campaign platform and web app QR code entry journey Account registration and authentication Acti-Kicker collection tracking Market-specific participation rules Instant-win allocation engine First-party data and CRM permission capture Winner validation and communications Prize fulfilment workflows Live campaign monitoring Market-level analytics and reporting Hero metrics Over 290k QR code scans Over 250k unique visits Over 30k participant accounts 36% first-time purchasers 32% communication sign-up Business impact The campaign turned Actimel packaging into a repeatable digital entry point, generating more than 290,000 scans and more than 250,000 unique visits across DACH and Iberia. More than 30,000 participants created accounts. The purchaser data also showed that the activation reached beyond existing Actimel customers: 36% of participants as first-time purchasers. 32% of participants also signed up for future communications, giving Actimel permission to continue the relationship after the campaign. By connecting QR code participation, account management, instant-win allocation, winner communications and prize fulfilment, Holograph gave the Actimel team one operating view of the campaign. The result was a measurable link between physical packaging and consumer behaviour, managed from first scan to fulfilment.