Cracker Jack: It’s All About the Prize

June 24, 2016

by Heather Keroes

When a mysterious benefactor left a basket of Cracker Jack boxes in our break room this morning, I was only too happy to help myself to a box.  I can’t recall the last time I enjoyed the ballpark favorite, but today I would end the Cracker Jack drought.  Tearing into the small cardboard box brought back memories.  It wasn’t necessarily the tasty treat I was longing for – I was in it for the PRIZE.  Aforementioned prize was typically a temporary tattoo, which is probably the only kind of tattoo I would ever dare consider.

Cracker Jack has been around for more than 120 years and I’d speculate that nostalgia has been responsible for its staying power.  There hasn’t been any significant change to Cracker Jack in recent years until owner Frito-Lay announced a few months ago that the infamous “prize in the box” was going bye-bye and would be replaced by a mobile experience.  The box in my hands this morning, however, was clearly labeled to denote that a prize awaited me inside.

Moment of truth.  I opened the box and found the prize – a sticker that would serve as a QR code of sorts so I could play “Blipp the ball game.”  Blippar is an augmented reality app (admittedly, I had never heard of it) and is not owned by Frito-Lay.  The instructions for the mobile experience were difficult to read and clearly not meant for those of us who are farsighted … or nearsighted … or any-sighted.  I managed to download the app and unlocked my prize – a “Step Up to the Plate” game to create my own baseball card.  While I wouldn’t call this experience a “game,” I did get a kick out of picking my name (Captain Cool), play style (hustler, of course) and jersey number (lucky 13).  Below is the result, which I am bravely sharing on this blog.

Cracker Jack, you crack me up.  Will this new prize experience help Frito-Lay sell more Cracker Jack?  That depends on the target.  If it’s children, I’m not sure this mobile experience is enough to move boxes, although it certainly made me laugh.  I still want my tattoo, though.

Cracker


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