Ben & Jerry's Moo Vision

Challenge

Ben & Jerry's worked with its PR and marketing agency, Edelman, and Circ.us, an imaginative tech company, which used metaio Mobile SDK to roll-out the AR application "Moo Vision" on the iPhone. Using markerless tracking, Ben & Jerry's didn't have to go through an expensive package redesign process to add the new AR features to its existing application and product packages!

Solution

An additional AR module, based on the metaio Mobile SDK, for iPhone was integrated into the existing Ben & Jerry's application. By pointing the camera at selected Ben & Jerry's carton lids, a 3D world is revealed which can be viewed from different angles by moving the phone around the lid. Additionally, the successful detection of a lid unlocks an extra feature in the main Ben & Jerry's application, giving the user additional incentive to try out the AR feature with their Ben & Jerry's product.

Conclusion

Ben & Jerry's fans can download the app and use the "Moo Vision" to unlock 3D AR experiences launched by the carton lid designs. More and more companies are using packaging as a platform for AR technology to grab consumers' attention, Peter DiBart, SVP and Group Creative Director for Digital at Edelman, told MarketingVox: "This definitely falls in the category of new innovation."

In ReadWriteWeb, Katie O'Brien, manager of Ben & Jerry's global digital marketing initiatives, says the company had a very positive overall experience working AR into its campaign - a process that only took two months from start to finish, with many changes and revisions along the way.