Cadbury Unwraps Interactive Video Game
Source: independent.co.uk
6 September 2011: Cadbury is unveiling what it claims to be a world first, with plans to create interactive packaging that will allow consumers to play video games virtually using augmented reality.
According to ConfectioneryNews.com, Cadbury plans to launch a chocolate bar that will allow consumers to play a short video game. After downloading an app (developed by UK-based company Blippar) consumers point their handheld smartphone at the chocolate bar wrapper and the game ‘Qwak’ is launched. In ‘Qwak’ the player has to tap or ‘smack’ as many quacking cartoon ducks as they can. They can then upload their scores for a chance to win prizes.
While this might be the first time a product has been used to launch an interactive video game, other products have jumped on the augmented reality bandwagon. Ben & Jerry’s Scoop of Happiness app allows users to activate images by holding their smartphone against ice cream carton lids. Kit Kat in the United Kingdom created packaging for its 4-Finger bar, which with the help of a webcam, unlocked a performance by British music group Scouting for Girls.
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