Camelot has partnered with augmented reality specialist Blippar to launch a new festive scratchcard.
As well as the normal prizes on the £2 Christmas Cash scratchcard, players can download the free Blippar app onto their smartphone or smart device, and then hold up the scratchcard to be ‘blipped’.
The scratchcard will then jump to life on the device, with a 3D winter scene which gives players the chance to play a free game, enter a prize draw to win £1,000 in shopping vouchers and read about creative ways to give Scratchcards as Christmas gifts.
The new card is being accompanied by point of sale material explaining how players can get involved.
Camelot sales director Duncan Malyon said: “We are really excited to be teaming up with Blippar to enhance our Christmas scratchcard range and hope that National Lottery retailers will encourage their customers to get in on the fun.
”Christmas is always a busy time for our retailers and, in recent years, National Lottery players have really embraced giving scratchcards as gifts to their adult friends and family – for example, by including them in festive cards, or using scratchcards instead of chocolates in advent calendars.”
Blippar commercial director Jonathan Barrowman said the partnership was a logical one. “Over 70% of adults play The National Lottery – greater reach than any FMCG brand in the UK – so it makes sense to partner with Camelot,” he said.
“We hope National Lottery scratchcard players enjoy ‘blipping’ – which allows you to see the world through a different lens and unlock fun, interactive content on familiar, physical items. The ‘blippable’ Scratchcards are a great example of how brands can create impact during the cluttered festive season.”