Monday, September 5, 2011

Cadbury's Augmented Reality App

Media first!  Media first!  Cadbury's, in conjunction with Blippar, have launched a new augmented reality app that's activated via the chocolate bar packaging.  Users download the Blippar app (the company bills itself as 'the first image-recognition mobile platform aimed specifically at brand-consumer engagement'), and simply point their device at a Cadbury product.  An intro screen launches explaining the Qwack Smack game which users then play for a chance to win various prizes, etc.  The game itself lasts only 30 seconds, but it is fun. You basically tap as many quacking cartoon ducks as you can, as they emerge from the chocolate bar on an augmented-overlay on the screen.  Unlike some of the other augmented reality apps we've seen, this one feels a little bit more of a natural fit.  I can definitely see potential in using consumer packaging as the vehicle for AR experiences, at least more so than print ads, particularly if there's a strong incentive model built in (ie. win free stuff for the daily high score, etc.)

Sonia Carter, head of digital of Kraft Foods, said: "We loved blippar from the moment we saw it in action. We were blown away by the technology and we're certain consumers will be. With one in three UK adults owning a smart phone the potential market for initiatives like this is huge and we are proud to be bringing this incredible technology to the masses."

She continued: "It doesn't seem all that long ago we were all marveling at what QR codes could do but blippar's ‘markerless image recognition' technology takes the experience to a whole new level."

The partnership between blippar and Cadbury has allowed the augmented reality app company to launch its platform by placing engaging demonstrations of their technology on every street corner in Britain - wherever confectionary is sold.

blippar CEO and co-founder, Ambarish Mitra, commented: "We are thrilled to work with Cadbury as launch partner to demonstrate a gaming experience using its product packaging. The implications are enormous and we look forward to being at the forefront of delivering compelling AR experiences for users with other exciting brands."

He continued: "Image-recognition enabled augmented reality is far from a ‘gimmick' and will fundamentally change how consumers interact with their favourite real-world brands. blippar has been built to bridge the gap from physical to digital and enable real-time interaction in mobile situations."

The blippar platform will also offer ‘blipps' on everyday objects - from your oyster card through to your newspaper - and is set to grow to 1000s of listings via multiple brand partnerships in the pipeline.

Supporting Articles: The Next Web | Popsop