Kraft has launched the interactive “Great American Bacon Cheeseburger” campaign in partnership with Walmart and Blippar (www.blippar.com), a New York City-headquartered augmented reality firm. Consumers can participate in interactive experiences in Walmart Supercenters across the country. Consumers use the Blippar app to “blipp” selected Kraft shelf flags in addition to Kraft condiments (e.g. mayonnaise, A1 sauce, BBQ, etc.) to unlock interactive content including exclusive recipes and a digital photo shoot with country music singer and celebrity Brad Paisley. This campaign is part of a summer-long effort by Kraft to encourage repeat purchases throughout the summer. There are 14 “blippable” products in this campaign, with 15 individual product packages.