Cracker Jack brings iconic prizes
to mobile via gamified twist
Frito-Lay’s Cracker Jack brand is bringing
a fresh digital approach to its well-recognized packaging promising a prize
inside by allowing consumers to download an augmented reality mobile
application, scan a sticker in the snack pack and engage with four interactive
baseball-themed experiences.
With baseball season getting into
full swing, Cracker Jack is seeking to ramp up brand awareness and customer
engagement by digitizing its most iconic experience: uncovering the prize
located within its snack packages. Now, consumers can download the Blippar app
and scan the sticker inside their Cracker Jack package to play one of four
available mobile games or superimpose a picture of themselves on a baseball
card shareable through social media.
“Interactive mobile experiences
are becoming more and more ubiquitous in the consumer journey, so it makes
sense that food marketers meet their customers where they are – on their cell
phones,” said Omaid Hiwaizi, president of global marketing at Blippar. “Food
is, by nature, often a social experience that is shared with family and
friends, so interactive mobile marketing that consumers naturally feel inclined
to share with others is a strong fit.
“Cracker Jack is a fun snack
people relate with sharing. Using Blippar’s augmented reality technology; they
can now share their experience in a new, fun way.”
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