Blippar App Launches with Augmented Reality Game for Cadbury

Blippar Cadbury Spots v StripesHighly touted smartphone app Blippar has partnered up with Cadbury for a campaign in the UK to turn its chocolate bar packaging into an augmented reality game. The app uses image recognition to trigger a mobile experience (augmented reality in this example) and replace the needs for barcode, qr codes or other visual targets.

Simply open the app (it’s free and available for both iPhone and Android) and point your smartphone at any Cadbury chocolate bar including Dairy Milk, Twirl, Boost, Crunchie and more. If you don’t have a chocolate bar handy pause the video above at 0:11 and use the app on the screen (you may have to enlarge the video a bit, but it will work).

Once the app recognizes the packaging it starts up the Qwak Smack game. After making your choice it’s your task to click on as many of the ducks as you can in 20 seconds. The biggest challenge for me was holding the phone steady enough to click on the ducks.

The Qwak Smack game is part of the larger Cadbury Spots v Stripes campaign in the UK, in which participants play various games where they can earn points for prizes including tickets to events at the 2012 London Olympic Games.

The Blippar app is available as a free download in the iPhone and Android app stores.

New Balance Unleash ‘Urban Dash’ Augmented Reality Game

New Balance - Urban Dash Augmented Reality GameUsing the same game play as the Mini-Getaway game played in Stockholm from last year (Monterosa, the same digital agency is behind both), New Balance has launched a augmented reality game in New York City dubbed the Urban Dash. Each week day New Balance will release 20 virtual batons (10 on the weekend) at various locations throughout the boroughs of New York City. The batons are released sometime between 9am and 5pm, with the exact time revealed on the New Balance Twitter and Facebook pages.

After players download the app and register they are ready to play. Players then use the Google Map within the app to locate the virtual batons, then get within 100 feet of the baton in order to claim it. Once they have claimed the baton they must get to the NBNY store at 150 5th Avenue to claim their prize.

But it would be no fun if it was that simple, other players can steal the baton once they get within 100 feet of current owner. I’m not sure what prevents unscrupulous players hanging around near the HBNY store and simply swiping virtual batons as people approach. It would be interesting to see a ‘safe zone’ several blocks around the store to help minimize this. If you lose connectivity or power to your mobile phone you have effectively dropped the baton and others can grab it at the last location it was connected at.

Players receive a special pair of NBNY exclusive shoes for their first win and a $75 NBNY gift card for their second and third baton wins. The player with the most baton wins by the end of the game on September 10 is eligible to win a special gold baton worth approximately USD $20,000.

This is a pretty solid initiative, the baton fits in well with the serious runners that make up New Balance’s customers.

The New Balance Urban Dash app is available in the US iTunes store.

Ford Puts New Grand C-Max Into Customers Hands Using Augmented Reality

In late February Ford of Britain launched the an augmented reality campaign using Panasonic’s new 3D depth imaging technology to promote its new Grand C-MAX. The user interface is based on natural movement and hand gestures rather than using printed markers as a point of reference as in ‘traditional’ augmented reality experiences.

Users could interact with the display by holding their hands up to the screen. They can then use virtual buttons to choose the cars colours, open doors or fold down the seats, rotate and explore 3D ‘virtual’ models of the cars on the screen and in their hands.

Mark Simpson of Ford of Britain said:

Mark Simpson at Ford said: “Using live interactive outdoor campaigns is a great way to really engage with the audience in a way that is not possible with static posters. This has enabled us to create a targeted and tactical campaign that is relevant and fun to use.”

The campaign was created by Ogilvy & Mather and digital production company Grand Visual.