On Thursday, the Cracker Jack company announced that it will be replacing its iconic prize with stickers that contain digital codes for mobile games.
The 125-year-old tradition is explained in a statement by Frito-Lay senior director of marketing Haston Lewis:
“The Cracker Jack Prize Inside has been as much a part of the nostalgia and love for the brand as the unforgettable combination of caramel-coated popcorn and peanuts. The new prize inside allows families to enjoy their favorite baseball moments through a new one-of-a-kind mobile experience, leveraging digital technology to bring the iconic prize inside to life.”
“[…] baseball-inspired mobile digital experiences directly from the sticker inside.”
From PR Newswire:
Families can download the Blippar app available on iOS and Android, scan the Prize Inside sticker and enjoy bringing the ballpark to life on your mobile device. The four available baseball-themed experiences: Dot Dash, Dance Cam, Get Carded, and Baseball Star allow users to show off your dance moves on a simulated baseball field jumbo screen on your phone, control the outcome of the legendary Dot Race or make yourself a baseball star in baseball cards and autographed photos that can be traded and shared with your family and friends. Search within a package of Cracker Jack today to find the Prize Inside sticker, and access one of these fun new experiences.
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