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In an ambitious Halloween push, General Mills has begun utilizing Blippar, an augmented reality technology to bring its monster characters on cereal boxes to life. Once a consumer downloads the Blippar app, he or she can point his or her smartphone toward the front of the Count Chocula, Franken Berry and Boo Berry boxes to see the featured character appear to jump off of the box while saying a specific phrase. If the consumer points his or her phone at the back of the box, he or she will gain access to vintage packages and old television advertisements from the 1970s and 80s. The limited edition interactive boxes will be launched in September.
Source: MediaPost 8/25/15