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Interactive marketing benefit is they can deal with their consumers live and more direct. Only thing is that it should be creative to grab the interest of consumers. Popcorn brand Orville Redenbacher's has come up with a Facebook game that features augmented reality.

The brand worked with its digital agency of record, Possible Worldwide, on the game. The “Pop Cam” game drops virtual popcorn kernels that consumers can catch in their mouths via their computer's webcam. Consumers earn points for each kernel they catch, and the game ends when consumers miss a certain amount of kernels. Consumers without a webcam are unable to play the game. My friend, who is working with Redwoods Advance, just told me to try this new game as it would interest me just as he did.

 

Orville Redenbacher's also promotes popcorn's health benefits via messages that will be displayed as a user plays the game. The major goal behind this initiative by brand is to engage consumers in a deeper way with the intrinsic health benefits of popcorn. As the brand found that, Popcorn as a snack isn't really top of mind these days for consumers, so this game is just a reminder.

Consumers can share the game via Facebook. Each share will feature a link to the game, a popcorn-related health message and a photo of the consumer taken while they played the game. The consumer's photo is taken to help the post stand out in their friends' News Feeds.

Consumers are not required to like the Orville Redenbacher's Facebook Page to play the game, and the games does not feature an email opt in.

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