Dassault Systèmes has deployed experiential 3D technologies to support the marketing strategy ofNestlé France Breakfast Cerealswith the rollout of a new immersive virtual reality application. The campaign, which coincides with the launch of Luc Besson’s latest movie Arthur 3 – The War of the Two Worlds, follows the success of an augmented reality game released in Chocapic and Nesquik cereal packs in France at the end of 2009.

Using cut-out glasses provided on the Nestlé cereal packs in this latest campaign, video gaming fans can try out a unique 3D virtual reality experience. Each of the 3D glasses are equipped with a ‘magic square’, which is detected by the user’s Web cam and eliminates the need for a keyboard, mouse or joystick, allowing them to drive the motorcycle in the game simply by moving their head and body.

In addition to enjoying the game on their home computer using the red and blue 3D glasses, people with 3D TV screens can also join in by connecting their computer to these latest-generation devices.

From October this year, 4.2 million packs of Chocapic and Chocapic Duo, Chocapic Pepites, Nesquik, Cookie Crisp, Cheerios and Chokela cereals featuring the 3D offer will be available in stores in France for nine weeks.

“Next-generation consoles and stereoscopic 3-D screens will allow players to explore new ways of interacting with virtual worlds. They’ll be able to play by just moving their bodies in front of a 3D TV screen, without the need for a joystick,” explained Mehdi Tayoubi, director of Interactive Strategy at Dassault Systèmes. “We are implementing our experiential 3D solutions to enable brands to initiate mass deployment of this exciting new way of interaction today among consumers with Internet access.”

The ‘magic square’ on the top of the glasses allows users to play the 3D game simply by moving their head and body

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