Candy Lab to build Augmented Reality app for stl250
By Brian Feldt
St. Louis Business Journal
December 13, 2013
Candy Lab, the St. Louis-based startup that specializes in augmented reality, will be creating an app to help St. Louis celebrate its 250th birthday next year.
The startup will build an app that will help share facts and information about various locations around St. Louis beginning in February and lasting through the end of 2014.
Candy Lab combines real-life experience and its augmented reality technology to enhance a brand’s promotion in gaming, advertising, publishing, retail, commerce, couponing and venues.
St. Louis will celebrate its 250th anniversary in 2014. The non-profit volunteer group that runs the celebration, stl250, enlisted Candy Lab to help with its “Cakeway to the West,” which will feature 4-feet-tall ornamental birthday cakes at 250 important locations around the city — 50 of those locations will be based on a public vote, which is ongoing.
Candy Lab’s mobile app, which will be available on iOS and Android, will allow users to check-in and view information — facts, videos, etc. — about each of those locations using augmented reality. The augmented reality will also offer users coupons and promotions for nearby businesses.
Erin Budde, executive director for stl250, said she met Candy Lab’s co-founder Gilda Campos in October while at the Arch Grants Gala, where the two discussed the partnership.
“We didn’t realize we had a company right in our own backyard that could help us activate those 250 cakes with augmented reality in a way that makes the best use of cutting edge technology,” she said.
Terms of the deal were not disclosed. Locations of the birthday cakes will be unveiled Feb. 14.
Andrew Couch, co-founder of Candy Lab, said the campaign will serve as a virtual gateway into the stl250 celebration, and will be the longest and largest augmented reality campaign ever in the United States.
Candy Lab was one of 20 startup companies to win a $50,000 Arch Grant this year. The company moved from San Diego to St. Louis shortly after being awarded the grant in May.
In August, Candy Lab built Arch Grants’ mobile app, which features video, news, events and links to social media pages relevant to Arch Grants.
Candy Lab has also built CacheTown, a marketing tool that allows brands to create GPS location-based augmented reality promotions and features an augmented reality scavenger hunt for consumers.