The game relies on a browser and webcam to work - but as you tilt the icon from the back of the cereal packet, you interact with the game on screen - a bit like Kinect but with a piece of cereal box on your hand.
This game is currently available in 53 countries and has been printed on over 26 million cereal boxes to promote the film Rio. The object of the game is to feed the bird by tipping your hand to fill a bowl.
This campaign is similar to the Transformers masks and many other new augmented reality games, which rely on a full computer with webcam to work. The camera mirrors back the scene, overlaying the game, so that the viewer sees the AR applied to them, rather than a scene before them.