Blippar on Pizza Hut. Augmented reality in a box

In last issue of PACKAGING POLSKA 12/2013 we wrote about the possibilities of using augmented reality in the packaging industry. A good example is the cooperation between the Pizza Hut chain in the UK and Blippar technology platform, which “hid” the interactive data in the delivery box. After the image is scanned consumers can run on the Forza Motorsport 5 game on their mobiles and download the image of the printed car on the lid of the box. “The space on delivery boxes is often underused in terms of marketing and communication potential, so it’s been great to work with Pizza Hut on making their delivery boxes interactive and bringing them to life. You can watch the Forza 5 trailers and win amazing prizes while eating your favorite slice”, summarized Viviane Paxinos, head of business development at Blippar. Until 12 January 2014 Pizza Hut chain has released over 500 thousand delivery boxes with interactive data, but the popularity of this campaign might encourage it to make more use of this technology in the future.