Augmented reality game for Creme Egg

Cadbury Creme Egg has developed an augmented reality game promotion as part of its digital marketing strategy.

Creme Egg digital game

Creme Egg fans will be able to interact with the eggs in from their own home by way of augmented reality. Players must download and print out a PDF marker card which, when held in front of a webcam, will project a virtual card onto the computer screen, with a Creme Egg and Newton’s Cradle superimposed on it.

Users can then watch as the Creme Egg rolls around the card, whilst interactively altering the angle of view and moving the image closer and further away. Eventually the Creme Egg launches itself into the Newton’s Cradle to meet a gooey end.

Players need to log on to with a webcam and the game plays out three times in a row, after which there is the option for another round, to send the game link to a friend or to enter the online Creme Egg competition to play more games and be in with a chance to win one of the daily giveaway prizes, or the grand prize of a trip to New York.

The promotion, devised by CMW, will introduce other ways to accrue codes and win big points as the Easter season progresses, with different entry points to the game allowing enthusiasts of all levels to get involved.

There is already an interactive “guess-the-celebrity” Goo Am I? game on Facebook and soon-to-be launched, free-to-download, Creme Egg apps on App Store.


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