Cadbury creates world's first interactive video game off chocolate wrapper
Sunday 21 August 2011
In what the brand claims to be a world first, Cadbury is taking the wraps off plans to create an interactive packaging that will allow consumers to play video games virtually with the swipe of their smartphone.
Augmented reality is the latest trend to sweep the digital world and early adopter companies have been capitalizing on its novelty to promote their brands and engage fickle customers.
Like its name implies, augmented reality adds a virtual layer to real-world objects with the help of image recognition technology enabled by smartphones and tablets - think Iron Man and Minority Report.
In an interview with trade publication ConfectioneryNews.com, for example, Cadbury revealed its plans to launch a chocolate bar that will allow consumers to play a 30-second video game virtually.
After downloading the app developed by UK-based company blippar, consumers point their handheld smartphone against the chocolate bar wrapper which launches the game Qwak Smack, in which quacking cartoon ducks emerge on the screen.
The goal of the game is to tap or 'smack' as many ducks as possible. Players can then submit their score for their chance to win a prize.
Though the confectionery giant claims theirs is the first product to launch an interactive video game, other food brands have used augmented reality to promote their products too.
As ConfectioneryNews points out, ice cream maker Ben & Jerry's developed an app Scoop of Happiness last year which activated images after being held against ice cream carton lids.
Kit Kat in the UK also used the technology - enabled by webcam - on their 4-Finger bar package that unlocked a performance by British group Scouting for Girls.
Life & Style blogs
Alexander McQueen at auction: What makes a really great piece of fashion?
A bottle of wine a day is not bad for you and abstaining is worse than drinking, scientist claims
No female ejaculation, please, we’re British: a history of porn and censorship
Stressed nurses are 'forced to choose between health of patients and their own'
Pornhub: Kim Kardashian's sex tape is the most-watched porn video of all-time
Disgruntled RBS worker writes hilarious open letter to Russell Brand after anti-capitalist publicity stunt leaves him hungry
Nigel Farage defends Kerry Smith 'ch***y' comment: 'If you are going for a Chinese, what do you say you’re going for?'
Nigel Farage's approval rating hits 'record low' as popularity suffers in wake of Ukip sex scandal
Pakistan school attack live: Taliban kill at least 132 children in 'horrifying' massacre
Sony hack: Angelina Jolie branded 'seriously out of her mind' in further embarrassing leaked email saga
Panic Saturday: 13 million Britons spend £1.2bn – while 13 million others across the country live in poverty unable to afford food
- 1 Nigel Farage: Me vs Russell Brand on Question Time – he's got the chest hair but where are his ideas?
- 2 Harry Potter fans can apply to the Hogwarts-inspired College of Wizardry
- 3 Jessica Chambers: 19-year-old woman 'doused with lighter fluid and burned alive' in the US
- 4 Russell Brand calls Nigel Farage 'poundshop Enoch Powell' in BBC Question Time debate
- 5 Orange Wednesdays are no more
Negotiable: Recruitment Genius: This company offers London's best photo booth ...
£25000 - £30000 per annum: Recruitment Genius: Domestic Gas Service Engineers ...
£50000 per annum: Recruitment Genius: This is an incredible opportunity for a ...
£16000 - £17000 per annum: Recruitment Genius: A Sales Administrator is requir...