Nestlé launches 3D breakfast cereal game globally following French success
Nestlé is rolling out a 3D animated game to its cereal boxes in 53 countries around the world, following the success of the initial launch in France two years ago.
Nestlé is rolling out a 3D animated game to its cereal boxes in 53 countries around the world, following the success of the initial launch in France two years ago.
The packaging encourages consumers to log into the company website and play an augmented reality game
The augmented reality technology was designed and developed by Dassault Systèmes a French company which specializes in "serious games" for major corporations.
In 2009, the two companies launched the technology in France, turning the cereal boxes into 3D videogame consoles.
A spokesperson for Dassault Systèmes said that the augmented reality packaging was a great success in France, with 4.2m packets selling out.
Following this achievement, the concept has been revised and launched in many European countries, such as Spain, Germany and Russia.
A marker is being printed on 26m Nestlé cereal boxes for products such as Nesquik. The packaging encourages consumers with web cameras on their computers to log into the company website and play an augmented reality game which stars the main character of the newest “Rio” animated film.
The game involves training the main character Blu to fly. The consumer has to tame the bird by feeding him cereal that can be virtually distributed due to the motion sensor on the packet.
The spokesperson said the technology brings benefits to the industry delivering accuracy of information, better training, medical simulation, and industrial and engineering productivity increases.
“It is also being used to help consumers make better purchase decisions and thus enjoy a better product experience,” he said.
Source: Nestlé
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