In the age of Vine and Snapchat, even a timeless American classic like Cracker Jack has had to adapt. After more than a century of giving out special prizes in each bag of caramel popcorn, Frito-Lay has done away with the physical prize entirely and replaced it with a QR code, signaling the end of an era in the snack aisle.
In a press release, Frito-Lay called the 125-year-old brand’s “whole new approach” a shift toward “mobile digital experiences,” one that even requires you to download an app.
“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,” said Haston Lewis, senior director of marketing at Frito-Lay. “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.”
To play with the new “toy,” download an app called Blippar, scan the QR sticker, and “enjoy bringing the ballpark to life.” One of four “experiences,” Dot Dash, Dance Cam, Get Carded, or Baseball Star, will load and invite players to do things like dance along with a simulated baseball field or design your own baseball card.