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Babybel gets app bug for Halloween

Monday August 18, 2014 at 4:42pm
Lunchbox favourite Mini Babybel is releasing special limited edition Halloween packaging for the second year running, with a new downloadable augmented reality and gaming app called Babybel Buddies. The activity builds on the brand’s first-ever limited edition packs in 2013, which also featured images of carved pumpkins, ghouls and monsters, with a new augmented reality and gaming app, highlighted on each limited edition net of Mini Babybel. Consumers can scan their individual wrappers to enjoy a special augmented reality experience featuring one of the six Mini Babybel Halloween characters. The app will offer a gaming platform where users can play as their favourite Mini Babybel Halloween character, each of which will demonstrate some surprising, unique moves. The Mini Babybel gaming app is set to become a regular feature across the brand’s limited edition packs, with a similar activation planned at Christmas and into 2015. The Halloween packs will be available across all retail channels for a five-week window from 29th September until 3rd November, running across Mini Babybel Original 6-packs and 12-packs, Mini Babybel Light 6-packs and 12-packs and Mini Babybel Cheddar 6-packs. The Halloween campaign will also be supported by print and advertising, with a three-week burst on TV kicking off on 6th October. Steve Gregory, Bel UK marketing director, says: “Halloween is a really exciting time of year, not just for youngsters but for adults too. Following on from the success of the limited edition Halloween packs that we launched last autumn, we decided to take that one step further in 2014 with the creation of a gaming app which we hope will become a key component of Mini Babybel’s forthcoming marketing campaigns and will create some genuine excitement amongst even our very loyal consumers.”
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