South African cafe chain vida e caffè has partnered with Dubai Tourism and the Atlantis, The Palm resort in Dubai to launch an innovative augmented reality contest with Layar.

Thanks to the help of local Layar Certified Partner Digital Narrative, vida e caffè is offering its customers the chance to win an all-expenses-paid five-night stay in the luxurious resort by scanning its coffee cups.

Over 330,000 cups have been adorned with a special sleeve made interactive with Layar. Coffee drinkers can scan the cups with the Layar App to see a video about the resort and enter for a chance to win the trip.

“As a brand we are always looking for innovative ideas and concepts to leverage from,” said Andrea Calitz, Marketing Manager, vida e caffè. “Our coffee cup sleeves are a popular media space and we were looking for a way to take this concept to the next level. Our goal is to show potential brands and customers out there that the vida cup sleeve is a great addition to any media or brand strategy.”

“It’s great to work with partners that are willing to push the envelope and try new things to engage their customers,” said Johan Walters, Director, Digital Narrative. “With Augmented Reality we are making the print media digitally relevant to the consumer. And at the same time, create something innovative and exciting for the customer.”

They brand has even enlisted the talents of some local YouTube celebrities to promote the contest with their unique brand of humor.

The contest is currently running throughout the month of September, so if you’re in South Africa, head over to a vida e caffè location and enter to win!