Tag: AR

Voice Chocolate

On Valentine’s Day, women in Japan record a voice message on their smartphone. That voice is transformed into a unique chocolate pattern, and a premium patisserie, Mont St. Clair, delivers the custom chocolates to the men they love. The recipient then uses a special app that recognises the AR markers in the chocolate, and the voice message plays back from the smartphone.

The campaign comes from Docomo (Japan’s largest mobile phone company) working with agency Hakuhodo. The business context is straightforward. Voice communication traffic falls sharply over the last 15 years, largely due to messaging apps. Docomo uses the ritual of Valentine gifting to make voice feel emotional and “worth using” again.

Why this works as mobile, packaging, and emotion in one system

This is not content about voice. It is voice turned into a physical artefact. The chocolate is both the gift and the interface. The phone becomes the capture tool. The app becomes the playback layer.

That combination matters because it closes the loop between human intent and digital capability. The message is not typed. It is spoken. It arrives as something tangible. Then it becomes audible again at the moment of receiving.

The pattern to steal

If you want to revive a behaviour that is losing ground, the structure here is repeatable:

  • Find a culturally accepted moment where the behaviour already makes sense, in this case Valentine gifting.
  • Convert the behaviour into a physical token people want to give and keep, not a disposable digital asset.
  • Use an interaction layer (AR, scan, app) that reveals the emotional payload at the right moment, for the recipient.

A few fast answers before you act

What is “Voice Chocolate”?

A Valentine concept where a recorded voice message is transformed into a chocolate pattern, delivered as a gift, then played back via an app that recognises AR markers in the chocolate.

Who is behind it?

Docomo in partnership with Hakuhodo, with chocolates delivered with help from Mont St. Clair.

What problem is it addressing?

Falling voice communication usage driven by messaging apps, by making voice feel meaningful again through gifting.

What is the core experience design move?

Turn a voice message into a physical interface, then use a scan-to-reveal mechanic so the voice returns at the moment of receiving.

A new kind of catalog 2

Last year Ikea re-imagined their catalog via a special visual recognition app that brought its pages and offerings within to life in the form of inspirational videos, designer stories, ‘x-ray’ vision that peeked inside furniture, and more.

Now for their 2014 Ikea catalogue, they have given people the ability to place virtual furniture directly into their homes by simply placing the printed Ikea catalogue where they want the furniture to appear. 🙂

Catch the Oreo: An Augmented Reality Game

Oreo Cookies to commemorate the first video game created by Ralph H. Baer, has used modern day technology to create an augmented reality game called “Catch the Oreo”. The game is available on Android and iOS devices.

People living in Norway and Denmark are automatically entered into a sweepstake competition by just playing and uploading their high score. There are weekly prizes and the winners are decided by drawing lots.

Competition lasts from 8th of April to 28th of July 2013 (both dates included). So start playing.

Why AR is a good fit for a simple, repeatable game

The charm of “Catch the Oreo” is that it takes a basic arcade mechanic and gives it a physical feeling. AR turns “tap on a screen” into “catch it in your space”, which makes the game feel more immediate and more shareable.

  • Instant understanding. Catch the cookie. Score points. Improve your high score.
  • AR adds novelty without complexity. The camera layer makes it feel new, but the rules stay simple.
  • Replays are built in. High scores naturally invite repeated attempts.

The sweepstake mechanic reduces pressure and increases participation

Weekly prizes and winners drawn by lots changes the psychology. You do not have to be the absolute best player to feel you have a chance. You just have to play and upload.

That is a smart way to broaden participation, especially in markets where you want scale quickly.

Why Norway and Denmark focus matters

By making the sweepstake specific to Norway and Denmark, Oreo can concentrate buzz, prize logistics, and local relevance. It also allows them to measure adoption and participation within a defined footprint.

What to take from this if you run mobile engagement campaigns

  1. Keep the core mechanic simple. AR is the layer. The game rules should be obvious.
  2. Reward participation, not only skill. Lot-based prizes can widen the funnel.
  3. Use time-boxed windows. Fixed dates create urgency and repeat visits.
  4. Make sharing part of the flow. High-score uploads naturally create a distribution loop.

A few fast answers before you act

What is “Catch the Oreo”?

It is an augmented reality mobile game created by Oreo, available on Android and iOS, where players catch Oreos to achieve a high score.

Where was the sweepstake promotion available?

For people living in Norway and Denmark, who were entered automatically by playing and uploading their high score.

How were winners selected?

There were weekly prizes and winners were decided by drawing lots, not purely by highest score.

What were the competition dates?

It ran from 8 April to 28 July 2013, with both dates included.

What is the main lesson for AR marketing?

Use AR to add delight, but keep the underlying mechanic simple and repeatable, then attach incentives that drive replays and sharing.