BERWICK, Pa. — Wise Foods is using a new form of engagement called augmented reality to promote its Cheez Doodles brand.

Using computer vision and object recognition technology, augmented reality lets people augment their real-world environment online with virtual computer-generated imagery.

Wise is using the tactic for a new campaign for its Cheez Doodles brand. It revolves around the “Cheez Dudes,” an alternative rock/pop group with original music. An augmented reality contest, called Rock the Cheez!, lets entrants create their own Cheez Dudes stage, film it with a webcam and then create an on-screen performance video that incorporates the stage.

The winner will get a Fender Stratocaster Guitar, Fender Precision Bass and other musical merchandise. Two other winners will get a Fender Stratocaster or Fender Precision Bass.

Wise partnered with digital marketing firm Zemoga to develop the contest, along with a new Cheez Doodles website, Facebook fan page and a Twitter site to engage teens and tweens with the Cheez Doodle brand.

“Cheez Doodles successfully appeals to moms, but we needed to get more engagement with teens and tweens. So we worked with Zemoga to develop an extensive online marketing campaign to bring the Cheez Dudes to life,” said Kevin Foltz, Wise Foods’ brand manager. “We decided to appeal to kids’ creative sides with art and music branded themes, rather than a typical sports-related platform.”

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