Candy brand Pez collaborates on Pokémon Go-style app

Austrian sweet company Pez International has collaborated with augmented reality (AR) specialist Zappar to develop a new app called Pez Play, which will allow fans to interact with Pez characters through AR experiences like never before.

When the app is downloaded, users are invited to help restore the in-game world to its former glory by finding “candy codes” that appear on Pez refill pack inlays. Scanning a candy code unlocks one of six games and characters, including timing and skill-based challenges, puzzle games and more.

The app also allows players to place Pez characters in the real world using a smartphone camera and Zappar technology, so Pez lovers can pose with their favourite character. By using Zappar’s new Face Finder feature, users can play with fruit-themed headgear where they can turn themselves into a strawberry or a lemon.

Gabriele Hofinger, head of marketing for Pez International, commented: “Candy lovers around the world can now feel closer than ever to Pez and interact with us on another level in the palm of their hand. AR and mobile gaming gives a new generation of Pez consumers the opportunity to interact with our brand and share their adventures as they explore Pez World.”

And Max Dawes, partnerships and marketing director for Zappar, added: “It’s fantastic to work with Pez again – they’re an excellent example of a business embracing augmented reality and thinking mobile. The latest AR experiences we’ve created together for the Pez Play app offer consumers exciting new Pez content and we can’t wait for everyone to join the fun!”

The latest PEZ activity follows on from Zappar’s work with the likes of Hasbro, Lego and Rovio, where customised AR codes have been used by brands to unlock digital content experiences from physical product.