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Cadbury's war on QR codes

Cadbury and Blippar showed off their free application -- available for iPhones and most Android devices -- at the ad:tech London 2011 conference.

When the app is running, pointing the phone's camera at a Cadbury countline launches an 'augmented reality' game played by tapping on ducks that appear to emerge from the chocolate bar.

Blippar's makers claim the app could spell the end for QR codes.

"The implications are enormous and we look forward to being at the forefront of delivering compelling experiences for users with other exciting brands,” said Blippar chief executive Ambarish Mitra.

"Image-recognition enabled augmented reality is far from a gimmick and will fundamentally change how consumers interact with their favourite real-world brands."


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Commenter: Graeme Gibson

2011, October 19

Image recognition is just one part of the link between the real and nine worlds. We agree that QRCodes are not the right solution for some requirements but they do have a place in linking the user with media rich online content, along with other real world triggers.

If the advertiser has spent a significant sum in producing artwork to represent their product then to degrade that artwork with a QRCode is just wrong. In those instances image recognition is the appropriate solution. However, we believe that QRCodes, along with location services, NFC, SMS as well as image recognition all have a part to play which is why solutions like illumiEye offer a variety of real world triggers to meet the needs of the advertiser and retailer.

The focus should not be 'how do I link the consumer' but 'what do we say once engaged'