Blippar AR – or ‘augmented reality’ – is a new marketing application which, according to its makers, produces a more interesting and innovative consumer experience than QR (quick response) codes.

The device is based onimage recognition technology, and is designed to work with any visual designated by Blippar.

Chocolate manufacturer, Cadbury, has demonstrated its faith in the new application by using its branding to help launch Blippar’s AR app to the public.

Like QR codes, AR is accessible exclusively to iPhones and a majority of Android models. AR, however, always requires that a free app be downloaded in order to facilitate access.

Once the app is downloaded and run however, the smartphone user simply points the phone at the designated image and is instantly treated to added value information or entertainment content.

In the case of the inaugural Cadbury launch, pointing an app-installed phone at any one of the chocolate bars from the Cadbury range will instantly provide the user with access to a high quality cartoon game called ‘Qwak Smak’, in which the player has to tap as many ducks as possible as the latter emerge from an image of the chocolate bar.

Although the game runs for just 30 seconds, each player subsequently has the opportunity to enter their details into a prize draw.

Blippar’s co-founder and CEO, Ambarish Mitra, says that the new device has ‘wide-reaching’ implications for the long-term future of both marketing and general information retrieval; citing the possible example of in future being able to scan a London Transport oyster card for the latest travel information.