Author: Julie Campbell

Augmented reality added to cereal marketing

| March 16, 2013

Lucky Charms Augmented RealityLucky Charms is using mobile to go beyond traditional “prizes” to appeal to adult consumers.

In its most recent mobile marketing campaign, General Mills has created an augmented reality app for its Lucky Charms cereal that sends adult consumers on a “Chase for the Charms.”

This app allows mobile device users to go on a virtual hunt for marshmallow treats.

The goal of the augmented reality game is to reach the end of the rainbow with Lucky the Leprechaun. The cereal manufacturer released a video as a teaser for the app ahead of its launch, which is St. Patrick’s Day.

The augmented reality campaign is linked to the holiday that is known for its similar theme of Irish lore.

On St. Patrick’s Day, users will be able to tap on their mobile device screens when they use the augmented reality application, to capture Lucky the Leprechaun’s charms as they appear before them. The charms use AR technology to look as though they are located in the real world. As an incentive, the company is also offering prizes based on the number and type of charms that were collected.

Among the instant prizes are t-shirts, a cereal dispenser, or a chance to appear as an animated character in an upcoming ad for the product. The grand prize is a pot of actual gold that is valued at $10,000.

Behind the augmented reality campaign is the creative agency called Saatchi & Saatchi. The app itself was the creation of Ogmento. The app itself is being heavily marketed. On Friday, mash-up music video was released, featuring several of the classic advertisements for the cereal. The video itself was performed by John Boswell, who is better known as “Melodysheep”, and who is otherwise recognized for his Julia Child tribute.

This new mobile marketing campaign is the latest effort by the brand – now 49 years old – to reach out to adults who had grown up with the cereal and who are now using smartphones and tablets and are receptive to the augmented reality experience. The strategy was started last year with a television ad which has since broadly expanded to include the AR technology.

NFC technology and fingerprint reading predicted for the iPhone 5S

| March 14, 2013

NFC Technology fingerprint reading iPhoneRumors about the next Apple smartphone are flying and they include a number of additions.

The latest predictions about the iPhone 5S have been claiming that Apple will finally be including NFC technology in its device, and that it will be combined with a fingerprint reader for added mobile security.

This new pair of features could allow Apple to support payments with a great deal of added security.

Neither the rumors about the inclusion of NFC technology or of the fingerprint reader are new, but they are becoming increasingly prevalent in the predictions for the iPhone 5S. Both of those features had been predicted for the iPhone 5 release, but it looked as though the manufacturer was seeking further development before they were to be included in a release.

NFC technology has been long awaited from Apple mobile devices

According to Ming-Chi Kuo, an analyst from KGI, it is expected that the fingerprint reader will be built directly into the newest device’s home button. In addition to this prediction, the latest rumor from China, through Macotakara, has said that it is also the manufacturer’s intention to enable the iPhone 5S with NFC technology – a feature that was notably lacking from their last smartphone release.

This would allow the new smartphone to support mobile payments at any of the growing number of retailers and merchants that are already supporting mobile payments based on NFC technology. The security for the use of that type of transaction could be heightened if combined with the use of the fingerprint reader under the device home button.

In 2012, Apple purchased Authentec for $356 million, which would allow the company to add fingerprint reading to its devices for greater security levels. Authentec had already established itself as an expert in mobile biometric security even before it was acquired.

As security has been a considerable barrier to the use of mobile payments by consumers, the addition of the combination of the fingerprint reading with the NFC technology might make the difference in allowing consumers to feel more comfortable and secure in using their devices in place of a loyalty, credit or debit card for making a purchase while shopping in store.