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Brief Published: 7 Jul 2017

New App Packagd Helps Brands Monetise Unboxing Craze


Californian app developer Packagd has launched a free video app called Unboxed that combines unboxing videos with two other booming consumer behaviour traits: social viewing/messaging and the ability to buy in-app. The move taps into the incredible popularity of unboxing videos – one in five consumers globally watch such videos, and 62% do so while researching a potential purchase (Google, 2014).

The Unboxed app is essentially a marketplace for tech products. It features up to 10 user-generated unboxing videos per unique product – allowing users to get a fully rounded view of every item – plus weblinks below to the item or related products. It currently features videos by YouTube stars including American gaming expert and tech critic Austin Evans (2,256,592 followers) and American gadget reviewer Dom Esposito (408,051 followers) next to many other emerging YouTube vloggers.

Aping home-shopping TV channel QVC, the app groups all the videos into themed TV shows, such as ‘Hottest Drones’ – effectively providing key interest/retail categories. Users can also live chat with the unboxers to get more info. Brands can commission Packagd to include in-app shopping links, ensuring app users have a direct line to retail.

Brands currently on board include Amazon, Walmart, Apple and American electronics/home appliances retailer Best Buy. Building on early success, Packagd is planning to move beyond its current technology focus – next homing in on the beauty and toy categories.

For more on ‘content meets commerce’ opportunities, see Contextual Commerce, Ted Baker: 360° Interactive Campaign and Project September: Shoppable User-Generated Content. See also Tactics for Retailing Tech.