Image-recognition app blippar launched in partnership with Cadbury in the U.K. and Ireland with its debut augmented reality game, which is triggered by the wrappers on Cadbury chocolate bars. The free blippar app opens the smartphone's camera mode, and the user simply points the camera at the Cadbury product. The introductory instruction screen of the game, called Qwak Smack, will ‘blipp' onto the screen as though it was stuck to the product packaging.
Quak Smack involves quacking cartoon ducks that emerge out of the candy bar on an augmented-overlay on the device's screen. It challenges players to tap as many ducks as possible in 30 seconds, and then players can submit their high scores into a prize drawing. The app, which is currently available for both Android and iPhone, is only the first of several projects that blippar plans to engage in; it also expects to launch brand-to-consumer ‘blipps' via newspapers and mass transit services.