Blippar, a free smart phone app that converts real world images, products and adverts into instantaneous virtual experiences, has launched in partnership with Cadbury UK and Ireland.
In a world’s first, blippar’s technology has allowed Cadbury to create an augmented reality game that anyone with a smart phone can play using its product. Activating the game is simple – once blippar is installed on your handset, you just point your device at a Cadbury product – be that a Dairy Milk, Twirl or many others – and the introductory instruction screen of ‘Qwak Smack’ will ‘blipp’ from the wrapper on to your screen as if stuck to the bar.
Sonia Carter, head of digital of Kraft Foods, says, “We loved blippar from the moment we saw it in action. 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 CEO and co-founder, Ambarish Mitra, comments, “We are thrilled to work with Cadbury as launch partner to demonstrate a gaming experience using its product packaging. We look forward to being at the forefront of delivering compelling AR experiences for users with other exciting brands. Image-recognition enabled augmented reality is far from a ‘gimmick’ and will fundamentally change how consumers interact with their favourite real-world brands. blippar has been built to bridge the gap from physical to digital and enable real-time interaction in mobile situations.”