Capture the Pasta is a free mobile application for iOS and Android, developed in technical partnership with digital agency iMille Srl. The app includes a very innovative competition: a real virtual scavenger hunt, with 1 million virtual Blue Boxes distributed throughout the USA which can be tracked through smartphones.
The aim is to find the virtual boxes via GPS and take photos on a smartphone to ‘capture’ the product (various pasta shapes) matched specifically to the scenery of American cities, and then share them on Facebook and Twitter gaining points to win prizes. Every point won is a chance to win weekly trips, and the grand finale prize is a trip to Italy.
Participating in the competition and playing with the application is very simple: just download it to your smartphone, locate the nearby Blue Boxes on a map, and ‘capture’ soon as you are close enough. When ‘captured,’ the camera of the mobile device is automatically activated, which allows you to choose between four pasta shapes. The virtual pasta selected stays on the smartphone screen to inspire creativity and allow fun photos to be created.
The more Blue Boxes ‘captured’, the more points can be accumulated. The value of the Blue Box increases if the photo is shared on Facebook or Twitter, and photos are ranked.
