Nestle teams up with Dassault and 20th Century to bring video on breakfast cereal boxes

Nestle has teamed up with Dassault Systemes and 20th Century Fox to augment its breakfast cereal sales through a reality campaign for the animated film `Rio'. The collaboration would help Nestle consumers across the world interact with `Rio', through cereal boxes.

Thanks to the new technology, kids can now get video games that are built right into the box rather than search desperately for that cheap toy hidden somewhere in the box.

Customers with web cameras linked to computers can interact with the main character of the animated film `Rio' using a marker printed on the Nestle cereal boxes and play an augmented reality game.

All they have to do is to cut out a square on the box and film themselves with a web cam to get a virtual parrot experience online.

Players must lead an animated blue parrot named `Blu' to a big bowl of cereal on screen using the marker from the back of the cereal box.

Web cams follow the marker and picture it on screen as a cup that leaves a trail of cereal bits leading Blu to a giant bowl.