Campaign:
Cheestrings - Top Trumps

Running on:
Cheestrings various SKUs - Kerry Foods Ltd

What's the big idea:
A refresher activity for a wider marketing campaign - Mr String's World Tour, the top trumps collector scheme provides an extra reason to visit the website, participate in the World Tour game and activate your unique 3D Top Trump card.

How:
Top Trump cards come in packs of 4, 6 or 8 depending on the pack size purchased. Each card depicts a different leg of Mr String's World Tour. Packs also contain a 3D card which uses 'augmented reality' technology to unlock Mr Strings when you hold the card in front of your webcam, if you have such a thing. Unlocking Mr Strings earns you a free code to play the Cheestrings World Tour game.

What's on offer:
Top Trumps to collect
There are 30 different designs to collect, so if you crave these cheesey snacks as much as our household, you'll soon collect the lot.

If you can't wait that long, you can buy full set of cards for £1.99 / €2.30. You can only buy 5 sets though, so don't be greedy!

Website:
www.cheestrings.co.uk/

When:
Live from mid September 2010 until December 2010. You can purchase packs until 31st January 2011.

Any good?
Top Trumps evokes many a lunchtime whiling away rained off playtimes with a session of competitive stats comparisons for Warships, Sports Cars and Trains. The 3D augmented reality card is a clever ruse, which I'm tempted to check out myself.