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Retail Technology, Retail technology News

Nestlé adds augmented reality to its cereal boxes

Saturday April 30 2011

Brands such as Chocapic and Nesquik included in interactive promotion that turns its packaging into a video game to offer a new online virtual experience

Nestle AR for film RIOBrands such as Chocapic and Nesquik included in interactive promotion that turns its packaging into a video game to offer a new online virtual experience

 

Nestlé has added 3D augmented reality to over 26 million of its cereal boxes in 53 countries for Twentieth Century Fox’s new animated film RIO.

 

Cereal brands such as Nesquik, Chocapic, Cookie Crisp, Cini-Minis, Estrelitas, Honey Stars, Koko Krunch Milo, Nescau and Trix are among those included in the interactive promotion.

 

Combining augmented reality with 3D animation, the fun game was created by augmented reality designers at Dassault Systèmes.

 

Using a tag cut out from the back of the cereal box, players can interact with the main RIO bird character Blu, by using a computer with a webcam, internet connection and an online augmented reality application.

 

Bringing multichannel promotion to life

 

Players can then also discover another RIO character called Jewel, and make them virtually come to life in a real personal environment enriched with 3D backgrounds.

 

In its third consecutive collaboration with Dassault Systèmes, Nestlé launched its first successful marketing initiative in France in 2009, winning a prestigious French "Observatoire de l’innovation publicitaire” award a year later.

 

Patrick Schoellhammer, Nestlé worldwide promotions director for cereal partners, explained its international reach. He said: "Nestlé has always been a pioneer in digital marketing and having successfully tested the 3D experiential technology in our breakfast cereals in the French market, it was the right next step to run a programme internationally.”