Blippar adds augmented reality to 9m Nestle sweet packets

Tech will be used for 'Red Ones' promotional campaign.

Swiss Nestle's Red Ones campaign runs for Rowntree's Fruit Pastilles, Sour Pastilles and Randoms, offering consumers the chance to win £10,000 if they discover an entire packet of red sweets.

Blippar AR platform will feature on nine million packets of the sweets and posters, which when scanned with the Blippar app, will enable the user to access an 'augmented overlay' of information about the campaign and a link to the promotion's Facebook page for a chance to win prizes.

Jessica Butcher, marketing and founding director at Blippar, said: "We’re excited to be a part of this exciting Rowntree’s campaign. This is the first time a brand has been brave enough with the technology to use Blippar on a product packaging run of millions.

"We’re excited to have become part of the marketing mix in this innovative cross-media campaign. The blipp is simple, yet visually impactful, and – perhaps more importantly – useful with regards to the immediate opportunity to engage further."

Emily Kraftman, assistant brand manager for Rowntree's, said: "Teaming up with Blippar has been an exciting opportunity to be at the forefront of new technology whilst helping our consumers engage and participate with the promotion directly through their mobiles."