Britvic is launching a packaging-focussed augmented reality (AR) campaign that is designed to get families outdoors and hunting for hidden virtual fruit.

To participate, consumers purchase a participating bottle of Robinsons over the summer months, scan the QR code on the label, and enter their details including a unique code printed on the label itself to start their hunt.

Using software developed by Zappar, families can find virtual fruit placed in parks and other public green spaces located near them. If they find four pieces of fruit, the participants stand a chance of winning prizes, ranging from reusable branded Robinsons water bottles, family activity packs, money-off vouchers, and more – with special retail promotions at supermarkets.

Leonie Doyle, marketing director at Britvic, commented: “From our consumer research, we found that our customers loved the idea of getting together as a family and being outside around an activity they could all enjoy. A digital treasure hunt was seen as a fun way to bring everyone together and explore their local green spaces in a way they perhaps hadn’t done before.

“It’s been a hugely ambitious project bringing together all our partners to take the message right through from product packaging, POS, print, and even green spaces with AR. It’s great to see it out there and families already enjoying the fun.”

As an added bonus and in participation with Tesco, there’s also the option to find a Golden Strawberry in the game to win special activity days out. The campaign also makes use of face filters that participants can take and share with friends and family.

Caspar Thykier, CEO and co-Founder at Zappar added, “Creating a national geo-location-based augmented reality game in WebAR for green public spaces ironically is no walk in the park! But working closely with Robinsons and their partner agencies we were able to create something special for all the family.

“We all love treasure hunts and it’s great to get people off the couch and exploring their local green spaces. Making that connection from product packaging to park and bringing the Robinsons brand to life in an immersive and interactive way is something that only AR can uniquely deliver.”

This article was created in collaboration with AIPIA (the Active and Intelligent Packaging Industry Association). Packaging Europe and AIPIA are joining forces to bring news and commentary about the active and intelligent packaging landscape to a larger audience. To learn more about this partnership, click here.