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Dairy Co-Op Norco Launches AR Game, Cow’s Play

Marketing and education through augmented reality and play as users keep virtual cows happy and healthy in mini-games

Australia’s oldest and largest dairy co-operative, Norco, has launched an AR game to teach young children about where milk comes from. The company created the game after research showed that 20 per cent of five-year-olds in Australia believe food originates at the supermarket.

The only way to play Norco’s new AR game, Cow’s Play, is to scan the QR code on specific Norco product labels. Norco’s three-litre Lite and Full Cream milk as well as on two-litre Lactose-Free Full Cream Milk feature these special labels now through November.

Accessible education about dairy farming

Cow’s Play aims to teach children about dairy farming in a fun, accessible way. The player’s goal is to keep virtual cows Ellie and Belle happy and healthy. Players must partake in various mini-games to keep the virtual Norco cows in good spirits. Said mini-games include Keepy Uppy and Scratchy Scratch. In addition, each time the player beats a level, new dairy facts unlock.

“A category first, the augmented reality game series is today’s answer to the old-fashion collectible of the past and can only be played by scanning the QR code on specially marked Norco 2 & 3L full cream and lite milk and 2L lactose-free milk bottles from August to November,” states Norco on its website. “It’s a little bit of wholesome fun; the entire family can play. So, scan a bottle today and see who gets the best score.”

The teaser shows a user playing Keepy Uppy with a virtual cow. The player taps the screen to help the cow keep a ball in the air. The simplistic gameplay and adorable animated cows seem like an excellent and engaging way to teach young children. Initially, the game was showcased in August at Ekka, the Queensland agriculture show. Norco plans to launch an integrated television and outdoor advertising campaign to support the game’s release.

Written By

Jack Brassell is a freelance journalist and aspiring novelist. Jack is a self-proclaimed nerd with a lifelong passion for storytelling. As an author, Jack writes mostly horror and young adult fantasy. Also an avid gamer, she works as the lead news editor at Hardcore Droid. When she isn't writing or playing games, she can often be found binge-watching Parks & Rec or The Office, proudly considering herself to be a cross between Leslie Knope and Pam Beasley.

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