By Adrienne Walder – 10th October 2011

It is only recently that we were singing the praises of QR codes, but now there is ‘markerless image recognition’ technology that takes the experience to a whole new level.

Confectionary company Cadbury has recently claimed a ‘world first’ by teaming up with Blippar™, a free smart phone app that uses markerless image recognition technology to convert real-world images into instant virtual experiences. Cadbury is using the technology to turn its chocolate wrappers into fun games to play-as-you-go.

Blippar™ is the first universal augmented reality platform aimed at advertisers. It is a free application for smart phones that uses the in-built camera to recognise things in the real world and instantaneously provide digital connections, information or interactive entertainment on our phone screens. No scanning or photo-taking is required, you simply hold your phone up to (or hover over) anything ‘blippable’ for an instant response.

Now we just need to find our first healthcare or life science client who wants to take advantage of this technology……