Multinational dairy company Müller has launched a WebAR-based sweepstakes promotion for its rice pudding product, Müller Milchreis, premiering in the German market. Created by agencies K5 Factory and 3ltr using 8th Wall, the Müller Milchreis WebAR contest gives customers the chance to win a 50,000 euro prize.

Winning QR codes are hidden on the back of the lids of three rice puddings across all twelve participating rice pudding original varieties. Lucky customers who find a QR code on their pudding can scan it to summon the Müller Milchreis character in augmented reality (AR), who peels back the lid of a virtual pudding to tell them they’ve won 50,000 euros.