Norco launches augmented reality game

Norco has entered the augmented reality universe with Cow’s Play, a gamified approach to educating kids on where milk comes from and the role animal wellbeing and enrichment has in producing better tasting milk.

The game aims to keep Norco’s virtual cows, Elle and Belle, happy through different forms of enrichment while delivering engaging dairy facts.

The game, first launched at the Ekka, can only be played by scanning the QR code on specially marked Norco labels on two- and three-litre Full Cream and Lite milks and two-litre Lactose Free Full Cream milk between August and November.

Ben Menzies, Norco General Manager Commercial and Strategy, said the co-operative is focusing on technology and product innovation while supporting dairy industry initiatives. As the number of dairy farms declines in Australia, the platform works to connect dairy farmers with consumers.

Following research from the University of New England, presented by PhD student Emily Dickson at the Dairy Research Foundation Symposium, dairy farmers have become increasingly curious about how to enrich and provide better welfare for their herds.

According to Dickson, enrichment promotes positive welfare, which may have flow-on effects for milk production in dairy cows. Environmental enrichment aims to increase the complexity of an animal’s environment, allowing it to explore the range of behaviours it can perform.

Though environmental enrichment is increasing, fundamental research to quantify the benefits and impact needs to be improved.

Dairy farmers Scott and Renae Connell are putting playful aspects of cow enrichment to the test with the integration of ball games and intervals of play time for their herd.

The Connells are actively monitoring the positive impacts of ball playtime on their herds by bringing the Cow’s Play program to life, a precursor to further research studies on cow enrichment undertaken in Australia.

To support the launch, an integrated TV and outdoor advertising campaign will be rolled out. The campaign features the Connells and their herd.