FRijj is using augmented reality (AR) technology as part of its latest integrated campaign, which also includes a competition offering consumers £40,000 worth of instant prizes and the opportunity to play in the FRijj Swamp Soccer World Cup 2010.

The campaign, created by Syzygy and Grey London, runs alongside the existing £2m sponsorship of Soccer AM and includes PR and digital activity, covering online social networks, mobile mechanics and a microsite to engage consumers.

The FRijj Swamp Soccer World Cup takes place this summer outside Glasgow and has attracted a cult following in recent years, according to FRijj. The on-pack promotion will offer one FRijj fan and five friends the chance to be one of the teams competing in the tournament. They also get their own FRijj Swamp Soccerettes Cheerleader squad, a group of mud obsessed cheerleaders.

The promotion also invites consumers to text a unique code found by unzipping the outer sleeve of the bottle or by visiting www.frijj.co.uk. The FRijj Swamp Soccerettes then text the consumer back with a unique URL which they type in on the promotion website in order to enter the competition and find out if they have won an instant prize.

Consumers who want to try and win the chance to take part in the tournament must first put together their team by inviting friends to join using Facebook Connect. They will then also get a code they can use to “release” their Soccerette from their FRijj bottle using AR.

When they hold up a FRijj bottle in front of an activated webcam, the user’s real time environment is shown on screen and a FRijj Swamp Soccerette will appear to climb out of the bottle and performs her own individual on-screen cheer.

Promotional bottles will be in-store from February 8th to April 30th 2010.

Dairy Crest sales and marketing director for liquids, Marc Dubery, says: “We are truly excited to launch this innovative on-pack activity and believe that it will genuinely appeal to our predominantly young male consumers. FRijj consumers are at the forefront of technological innovation, with an inherent thirst for new concepts, and they expect FRijj activity to be a bit more risqué and edgy, as well as entertaining. The humorous tone fits well with the FRijj brand and will allow us to further build brand awareness within our target audience.”