Blippar, a free smartphone app that takes real world images and transforms them into bespoke virtual experiences, has officially launched today in partnership with Cadbury UK and Ireland.

Blippar’s technology has allowed Cadbury to create a fully three-dimensional game that anyone with a smartphone can play. 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 bar, Twirl or many others – and the title screen of ‘Quak Smack’ will ‘Blipp’ from the wrapper on to your screen.

The game itself, which lasts an intensive 30 seconds, is quirky and childishly fun. The player is challenged to tap cartoon ducks as they appear ‘out of the bar’ as an augmented-overly on their device. The player can then submit their score to go into to a draw to win London 2012 tickets.

Sonia Carter, Head of Digital of Cadbury, 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 smartphone the potential market for initiatives like this is huge and we’re proud to be bringing this incredible technology to the masses.”

She continued: “It doesn’t seem like too long ago we were all marveling at what QR codes could do but Blippar 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 product by placing engaging demonstrations of their technology on every street corner in Britain – wherever confectionary is sold.
For Cadbury, it means it can activate the Spots v Stripes initiative across its entire brand range, turning the point of purchase into a rich, fun, surprising experience and communicating its sponsorship of the London 2012 Olympics – and the message to “Play our way to London 2012” in an interactive and innovative manner.

About Qwak Smack
The challenge is to ‘smack’ only the ducks on your team – be that Spots or Stripes – and avoid tapping the others. The ducks themselves make a comical noise as they appear – seemingly emerging from the bar itself, and this augmented-reality aspect transforms the traditional gaming experience into a physical, social event, accessible anywhere, anytime.
Once you have completed the game, ‘Quak Smack’ invites you to share your scores and the game itself via social media, and also to ‘claim a point’ on spotsvstripes.com with a special code. Registering this point enters the player into a weekly prize draw to win Olympic tickets – along with a vast array of other prizes, ranging from Cadbury hampers to Samsung phones.

About Cadbury Spots v Stripes
Cadbury Spots v Stripes is the biggest, longest, most fun game ever created by Cadbury to celebrate being the Official Treat Provider of the London 2012 Olympic Games and Paralympic Games.