Nestle adds augmented reality to cereal boxes

Apr 01, 2011
This file photo shows Nestle breakfast cereals displayed at a store in Vevey, Switzerland. Nestle is out to boost its share of the global breakfast cereal market with a dose of augmented reality supplied by French technology firm Dassault Systemes.

Nestle is out to boost its share of the global breakfast cereal market with a dose of augmented reality supplied by French technology firm Dassault Systemes.

A marker printed on 26 million Nestle cereal boxes being sold in 53 countries lets people with Web cameras linked to computers play an augmented reality game starring the main character of the animated film "Rio."

Players must lead an animated blue parrot named "Blu" to a big bowl of cereal on screen using the marker from the back of the cereal box.

Webcams read the marker and picture it on screen as a cup that players use to leave a trail of cereal bits for Blu to follow along a path to a giant bowl.

The game built by a 3DVIA branch of Dassault Systemes was not released in the United States, but it was on display at a Web 2.0 Expo that wrapped up on Thursday in San Francisco.

The Rio game launched in mid-March was the third Nestle cereal marketing project for 3DVIA, which specializes in "serious games" designed for major corporations.

The most recent 3DVIA serious game was crafted to train oil rig workers at a major energy company, marketing manager Emmy Jonassen told AFP at Web 2.0.

"Fortune 500 companies like Nestle, Boeing and BMW are realizing the potential of what gaming technology can do for them, whether it is a sales tool, a marketing piece or serious training," Jonassen said.

"Companies save a lot of money by having employees train in the virtual world instead of in the real world."

The first time 3DVIA put markers on Nestle cereal boxes was in France, where the company's share of the cereal market reportedly grew 1.6 percent.

"It helps push cereal boxes off shelves," Jonassen said. "It is a pretty effective tool."

Explore further: Visual search to shop: gimmick or game changing?

add to favorites email to friend print save as pdf

Related Stories

Researcher develops power-packed soy breakfast cereal

Mar 06, 2008

Breakfast of champions? That would be a soy protein-packed, low-fat, high-fiber cereal that meets the requirements for three different FDA health claims and leaves you feeling full so you won’t be tempted to eat again until ...

Recommended for you

Visual search to shop: gimmick or game changing?

4 hours ago

Imagine using your phone to snap a photo of the cool pair of sunglasses your friend is wearing and instantly receiving a slew of information about the shades along with a link to order them.

WEF unveils 'crowdsourcing' push on how to run the Web

5 hours ago

The World Economic Forum unveiled a project on Thursday aimed at connecting governments, businesses, academia, technicians and civil society worldwide to brainstorm the best ways to govern the Internet.

Nigeria launches national identity card scheme

5 hours ago

Nigeria's President Goodluck Jonathan on Thursday launched a national electronic identity card scheme, which backers said would boost access to financial and government services in Africa's most populous nation.

SHORE facial analysis spots emotions on Google Glass

5 hours ago

One of the key concerns about facial recognition software has been over privacy. The very idea of having tracking mechanisms as part of an Internet-connected wearable would be likely to upset many privacy ...

User comments : 2

Adjust slider to filter visible comments by rank

Display comments: newest first

stealthc
3 / 5 (2) Apr 01, 2011
When I buy cereal I buy it for the cereal; I think you'll find the more people get fed up with this world the more they will stop making purchases for stupid, gimmicky reasons. I'm tired of paying for this extra CRAP all the time. Now I gotta pay for some novel computer game for kids, to brainwash them with your corporate logos and stuff? HELL NO. My kid ain't ever touching a box of nestle cereal, ever.
Quantum_Conundrum
1 / 5 (1) Apr 03, 2011
My thoughts exactly, stealthc...

Another example of Capitalism's depravity.

If I want a video game for myself or my child, I'll go buy a real one.

I too am tired of paying for pointless gimmicks that are forced on people.

I just want the cereal, not your damn logo, games, or toys.

Just think, if they quit wasting so much money on the packaging decorations and gimmicks, they could afford to cut the prices to a fraction of what it is now, and their sales would increase drastically.

I eat cereal because I like the tast of it, not because of some stupid gimmick.

Oh yeah, fruit loops and pebbles were better when they had just 3 flavors. If only they'd go back to those days...