Can food brands make augmented reality come to life?

For a long time, augmented reality appeared to hold potential as the next great tool for advertisers to engage their audience. In recent years, food and beverage manufacturers have started to realize some of that potential — as shown by the stratospheric, if short-lived, success of Pokémon Go last summer — but it has to be leveraged correctly, an executive with UK-based AR firm Zappar​ told FoodNavigator-USA.


Zappar recently worked with snack manufacturer Wise Foods to develop an AR functionality on the brand’s packaging that would allow consumers to scan a “zapcode” with their smartphones and then swat baseballs thrown at them by a pitcher.

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