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New Augmented Reality Technology
Powers Cadbury Campaign


Augmented Reality (AR) is an interesting technology that has been rapidly adopted by mobile marketers over the past couple of years.

This campaign from Cadbury is based around a fairly simple AR game – the clever part is that the game is triggered simply by pointing the phone at a Cadbury product!


Mobile AR has seen rapid growth of the past couple of years. The increasing computing power of smartphones coupled with high quality screens and cameras has enabled most smartphones to provide a fairly sophisticated AR experience. (see MobiAD article Mobile Augmented Reality Builds Deep Consumer Engagement)

wimbledon_small-logo.gifMany mobile AR applications are based on adding information about a user’s location. They determining where the consumer physically is and which direction they are facing, and then overlay the appropriate, location-relevant information. (see MobiAD articles Mobile Apps Score At Wimbledon and eBay Shoppers Use Augmented Reality To Find Local Deals )

The Cadbury game is called ‘Qwak Smack‘, in which players are challenged to tap as many quacking cartoon ducks as possible when the ducks appear from behind the candy bar. It is a simple game, but the fun thing about it is that it is triggered simply by pointing the mobile at a Cadbury product.

cadbury_twirl1.jpg

cadbury_twirl2.jpg

This is quite different from most previous mobile AR applications, which have required the consumer to point the mobile at special geometric shapes to start the AR experience.

To accomplish this, Cadbury used Blippar, an augmented reality platform aimed at advertisers. The Blippar platform uses image recognition technology to make the advert itself the trigger for the virtual content. What the content consists of is totally brand dependent.

cadbury_quote.gifSonia Carter, Head of Digital of Kraft Foods, said, “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.”

Blippar claims that theirs is the first augmented reality advertising platform designed to connect brands with end customers. 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.”

Here is a short video showing the complete Cadbury campaign AR experience.

[kml_flashembed movie="http://www.youtube.com/v/TtnNgRSu4gE" width="350" height="288" wmode="transparent" /]

And for those people interested in learing more about AR, below is a 3 minute video from Blippar showing other marketing related applications of mobile AR, including:

  • adding a “sale price” to an outdoor product ad billboard,
  • adding a mobile coupon to an outdoor billboard
  • making an outdoor product billboard become animated
  • presenting product details of a watch as well as allowing the customer to virtually try it on, with a variety of watch bands.

All of these AR experiences are triggered by the customer simly pointing their mobile at a standard ad.

[kml_flashembed movie="http://www.youtube.com/v/d6irc0jwKC8" width="350" height="288" wmode="transparent" /]

blippar™ is available for free in the android and apple app stores.

Also read:

IKEA Uses Mobile Augmented Reality To Engage Shoppers’ Imagination


01.09.2011    Tags: , ,
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