Cracker Jack's new 'prize inside' unlocks a mobile experience

PLANO, Texas -- As the baseball season gets into full swing, the Cracker Jack brand is rolling out a whole new approach to snacking fun with baseball-inspired mobile digital experiences directly from the "Prize Inside."

"The Cracker Jack Prize Inside has been as much a part of the nostalgia and love for the brand as the unforgettable combination of caramel-coated popcorn and peanuts," said Haston Lewis, senior director of marketing, Frito-Lay. "The new Prize Inside allows families to enjoy their favorite baseball moments through a new one-of-a-kind mobile experience, leveraging digital technology to bring the iconic Prize Inside to life."

Consumers can download the Blippar app available on iOS and Android, scan the Prize Inside sticker and enjoy bringing the ballpark to life on a mobile device. The four available baseball-themed experiences -- Dot Dash, Dance Cam, Get Carded, and Baseball Star -- allow users to show off dance moves on a simulated baseball field jumbo screen on a smartphone, control the outcome of the legendary Dot Race or become a baseball star in baseball cards and autographed photos that can be traded and shared with family and friends. 

The Cracker Jack brand will also roll out a restyled logo and packaging just in time for the start of the baseball season. Making its debut in stores this April, the new design features a contemporized red and white striped pattern with a youthful Sailor Jack and his sidekick pup, Bingo, as the logo. 

"We are a brand that authentically reminds people of simpler times, childhood memories and family experiences," said Lewis. "With this redesign and new mobile game experience, the Cracker Jack brand embraces a modernized, young-at-heart attitude while keeping that treasured feeling of childhood wistfulness."