Pez find the sweet spot with AR

Candy company Pez are using AR gaming to help increase sales of its sweet refill packs while engaging its audience on mobile devices.

Working with Zappar, an augmented reality platform, they’re creating an app where users are invited to help restore the ‘Pez World’ to its former glory by finding Candy Codes that appear on Pez refill pack inlays.

Scanning a Candy Code unlocks one of six games and characters, including timing and skill-based challenges, as well as puzzle games. The six Candy Codes are randomly distributed across millions of pack inlays, encouraging shoppers to carry on buying until they find a pack with the code.

More than just a promotional campaign, this always-on connected packaging strategy provides Pez with a wealth of insights, including the most popular time of the day that people engage with its products. Following its launch, a further six games will be released.

Story-Living is a publication of Intermarketing Agency.