Cadbury is acting as the launch partner for blippar, an app which allows smartphone users to play games using augmented reality, in the latest element of its Spots vs Stripes Olympics-themed campaign.
Blippar allows users to play an AR game without even scanning or taking a photo of packaging - all they need to do is point their phone at it. With the Cadbury launch game, 'Qwak Smack', when they point the phone at a Cadbury chocolate bar the instruction screen of the game will 'blipp' from the wrapper on to the screen. The game itself invites the player tap quacking cartoon ducks as they appear 'out of the bar' on an augmented-overlay on their smartphone screen. They can submit their score to go into to a prize draw.
Beyond the Cadbury link-up, Blippar says in a statement that it has 'multiple brand partnerships in the pipeline' and will also offer 'blipps' on everyday objects, such as newspapers, as well as brand packaging.