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Nestle Blippar

Nestlé partners with blippar for Rowntree’s Red Ones campaign

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By The Drum Team, Editorial

February 13, 2012 | 2 min read

Nestlé has partnered with blipper to create an augmented reality campaign as part of the Rowntree’s Red Ones promotion.

About nine million packets of Rowntree’s Randoms, Sour Pastilles and Fruit Pastilles feature the blippar call to action on the pack, with the augmented ‘overlay’ explaining more about the campaign and inviting users to click through to the Facebook page.

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, added: “The Red Ones campaign is the first Rowntree’s masterbrand promotion, giving consumers the opportunity to win £10,000 if they find a packet of all red sweets, plus thousands more chances to win further prizes on Facebook.

“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.”

Nestle Blippar

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