In its quest for smiles, Amazon is putting more into its boxes. Starting this week, the e-commerce giant will help some consumers make crafts out of their cardboard boxes. About one-third of the boxes shipped out will contain a "SmileCode" that consumers can scan into their Amazon app to upload an instructional video on how to create one of eight crafts. One 60-second video shows shoppers how to construct a small dinosaur figure from the pre-printed packaging.
According to the company, the new #MoreThanaBox initiative follows a similar effort in February. At that time, boxes carried suggestions like "roller coaster" for consumers to create and showcase on social media. Amazon says the two campaigns are part of the brand's attempt to surprise and delight consumers even after delivery.