Claimed ‘a world's first’, Cadbury has teamed with Blippar, a free smart phone app that uses markerless image recognition technology to convert real-world images into instant virtual experiences, that turns a chocolate wrapper into a fun game to play-as-you-go.
The Kraft Foods owned confectionery producer Cadbury UK and Ireland has signed a deal to use Blippar technology to create an augmented reality (AR) game that anyone with a smart phone can play.
With Blippar installed, when the handset is pointed at the product the introductory instruction screen of Qwak Smack will ‘blipp' from the wrapper on to the screen ‘as if stuck to the bar’.
In a ‘quirky and childishly fun’ game lasting 30 seconds, the player is challenged to tap quacking cartoon ducks as they appear ‘out of the bar'. The score can be entered into a prize draw.
Blippar CEO and co-founder Ambarish Mitra, says: ?"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."
Sonia Carter, head of digital of Kraft Foods, adds: ?"It doesn't seem all that long ago we were all marvelling at what QR codes could do but blippar's ‘markerless image recognition' technology takes the experience to a whole new level."
