Nestle targets social media with Nesquik augmented reality game
Thursday, November 04 2010 by Steve Swallow
A new augmented reality website promotion has been launched by Nestle that has viral and social media potential, with players encouraged to share Nesquik-branded photos online with friends.
The Nesquik Factory game allows players to take on the role of a new factory hand, working on a virtual production line where flavours are added to various Nesquik-branded drinks.
Designed by Zugara, gamers are tasked to fill ten bottles within 60 seconds, before moving onto a new level. The game is motion-capture based, with players' success determined by their ability to make sure the right flavour milk is produced.
Zugara claims the website promotion is intended as a social gaming experience, with family and friends encouraged to compete together. To enhance this social experience, a snapshot image is taken when players lose, and can be viewed afterwards.
A further social media dimension is added because players can then share pictures of themselves losing the game on Facebook. The game requires a camera to work, and asks participants at the start whether they want to play via Facebook, with the positioning of this prompt at the beginning likely to play a key role in the success of the marketing campaign.
A host of other major brands have experimented with augmented reality, including Burger King. The fast food chain used the new technology in a banner ad to promote its $1 cheeseburger in the US.
Viewers were encouraged to hold up a $1 note to their webcam, with a range of sandwiches appearing to replace the note. The banner ad also superimposed the user's face over that of the Burger King character himself.
Other augmented reality marketing campaigns have also been used by Toyota, Ikea and Adidas.