March 29th, 2011

Nestle promotes Rio with AR campaign

Biz Report

It takes more than a googley-eyed, stick-on cartoon character to charm the kids these days. Now it’s all about special effects and technology.

For those reasons Nestle’s foray into augmented reality is sure to be a hit with the kids. Over 26 million cereal boxes in 53 countries (excluding the US) will be adorned with a coded card which, when cut out and held up to a webcam, takes the kids into an augmented reality game based on the new computer-animated film, Rio, from 20th Century Fox and Blue Sky Studios.

For those not in the countries where the augmented reality boxes will be distributed, a copy of the code can be found here.

The Rio campaign is being handled by Dassault Systèmes who has worked with Nestle on two similar projects in the past.

According to Juniper Research, the use of augmented reality by major brands to advertise their products is driving interest in the technology from both developers and consumers.

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