Highly touted smartphone app Blippar has partnered up with Cadbury for a campaign in the UK to turn its chocolate bar packaging into an augmented reality game. The app uses image recognition to trigger a mobile experience (augmented reality in this example) and replace the needs for barcode, qr codes or other visual targets.
Simply open the app (it’s free and available for both iPhone and Android) and point your smartphone at any Cadbury chocolate bar including Dairy Milk, Twirl, Boost, Crunchie and more. If you don’t have a chocolate bar handy pause the video above at 0:11 and use the app on the screen (you may have to enlarge the video a bit, but it will work).
Once the app recognizes the packaging it starts up the Qwak Smack game. After making your choice it’s your task to click on as many of the ducks as you can in 20 seconds. The biggest challenge for me was holding the phone steady enough to click on the ducks.
The Qwak Smack game is part of the larger Cadbury Spots v Stripes campaign in the UK, in which participants play various games where they can earn points for prizes including tickets to events at the 2012 London Olympic Games.