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World's first official AR game triggered by, and played off product packaging

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Free iPhone and Android image-recognition app spells the end for QR codes


UK 17 August 2011: blippar, a free smart phone app that converts real world images, products and adverts into instantaneous virtual experiences, has officially launched today in partnership with Cadbury UK and Ireland.

In a world's first, blippar's technology has allowed Cadbury to create an augmented reality game that anyone with a smart phone can play using its product.  Activating the game is simple - once blippar is installed on your handset, you just point your device at a Cadbury product - be that a Dairy Milk, Twirl or many others - and the introductory instruction screen of ‘Qwak Smack' will ‘blipp' from the wrapper on to your screen as if stuck to the bar.

The game itself, which lasts an intensive 30 seconds, is quirky and childishly fun.  The player is challenged to tap quacking cartoon ducks as they appear ‘out of the bar' on an augmented-overlay on their device's screen. The player can then submit their score to go into to a draw to win an array of prizes.

Sonia Carter, Head of Digital of Kraft Foods, said:
"We loved blippar from the moment we saw it in action. We were blown away by the technology and we're certain consumers will be. With one in three UK adults owning a smart phone the potential market for initiatives like this is huge and we are proud to be bringing this incredible technology to the masses."

She continued: "It doesn't seem all that long ago we were all marveling at what QR codes could do but blippar's ‘markerless image recognition' technology takes the experience to a whole new level."

The partnership between blippar and Cadbury has allowed the augmented reality app company to launch its platform by placing engaging demonstrations of their technology on every street corner in Britain - wherever confectionary is sold.

blippar CEO and co-founder, Ambarish Mitra, commented:
"We are thrilled to work with Cadbury as launch partner to demonstrate a gaming experience using its product packaging. The implications are enormous and we look forward to being at the forefront of delivering compelling AR experiences for users with other exciting brands."

He continued:
"Image-recognition enabled augmented reality is far from a ‘gimmick' and will fundamentally change how consumers interact with their favourite real-world brands. blippar has been built to bridge the gap from physical to digital and enable real-time interaction in mobile situations."

The blippar platform will also offer  ‘blipps' on everyday objects - from your oyster card through to your newspaper - and is set to grow to 1000s of listings via multiple brand partnerships in the pipeline.

Android Market Download:
http://bit.ly/blipparAndroid 

iPhone App Store Download:
http://bit.ly/blipparAppStore