Marseilles-based agency C4M has just developed two Augmented Reality Iphone applications for a Point of Sales advertising and Augmented Packaging campaign for Pasta company Lustucru.

Basically, a poster in the store invites you to download a first Lustucru iPhone app. The app opens your video cam, which recognizes the poster and displays a Lustucru Martian coming out of it. The green man then challenges you to a game to be played with any Lustucru pasta box via a second app.

The game pits you against the Martian in an augmented reality shooting session: the green man emerges through traps placed on the box and throws tomatoes at your iPhone. If you don’t move fast enough, the tomato splashes on your screen and you lose one life. To score points you fire back pastas that the Martian evades by switching trap in a ‘hit the moll’ fashion.

The game works with 50 different Lustucru pasta boxes and the operation is running in 500 supermarkets in France.

It is also possible to play a game at home without an iPhone via a Flash app which is activated by presenting a Lustucru box in front of a webcam.

The whole system is based on the augmented reality solutions proposed by Total Immersion.

Below is a video of the campaign :