The Cheestrings brand character, Mr Strings, embarks on his world tour.
In-pack Top Trumps cards each depicted Mr Strings in one of 30 countries. Eight of the cards featured an AR icon that, when scanned, took the viewer to a short animation of Mr Strings in that country.
A sales increase of 15% during the promotional period, plus outstanding post-campaign tracking results, culminated in an IPM award in 2011.
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