Cadbury is using Augmented Reality technology as part of a competition offering daily prizes and a grand prize of a trip to New York.

Creme Egg lovers can interact with the eggs by downloading and printing out a marker card which, when held in front of a webcam, will project a virtual card onto the computer screen with a Creme Egg and Newton's Cradle superimposed on it. Users can then play a game where the Creme Egg rolls around the card; viewers can alter the angle of view and move the image closer and further away, before the Creme Egg launches itself into the Newton's Cradle to smash itself open.

After watching, consumers can have another 'goo’, send the link to a friend or enter the online Creme Egg competition to play more games and get a chance to win one of the daily giveaway prizes or the New York trip.

Cadbury says that over the next few months, further website promotional activity will apparently give consumers a way to save points and trade them in for items. In addition an interactive 'guess-the-celebrity' Goo Am I? game on Facebook and free-to-download Creme Egg apps on App Store will be released.