Nestlé launched cereal boxes to coincide with the release of the Rio animation movie (March 22nd, 2011 international and April 13th, 2011 for the US).
Consumers with web cameras on their computers could log into the company website and play an augmented reality game which stars the main character of the Rio film Blu.
The game involves training the main character ‘Blu’ to fly. The consumer has to tame the bird by feeding him cereal that can be virtually distributed due to the motion sensor on the packet.
The firm also said that the concept was revised and launched in many European countries, such as Spain, Germany and Russia.