Pillsbury Doughboy Turns 60 With First AR Home Tour and Merch Drop

• Pillsbury launched an AR experience that lets fans explore the Doughboy’s home for his 60th birthday.
• The tour includes interactive rooms, hidden surprises, and limited-edition items available to buy.

Pillsbury is celebrating the Doughboy’s 60th birthday with an augmented reality experience that lets fans explore his home for the first time. The virtual tour shows a fun, dough-themed house and includes items from the Doughboy’s history, along with new home goods fans can shop inside the experience.

Fans go to the campaign website on their smartphone and scan a can of Pillsbury crescent rolls, biscuits, or cinnamon rolls with their camera to trigger the web-based augmented reality experience. Once in WebAR, fans place the Doughboy in their own physical space and are asked to scan either their fridge or their couch to unlock rooms of the Doughboy's house. When inside, visitors virtually move through the Doughboy's house, which is filled with interactive areas, including discovering recipes, finding fun facts, and purchasing limited-edition items like a ceramic cookie jar from 1988. Fans can also take a picture with the Doughboy using augmented reality in selfie mode.

The experience first appeared on NBC’s “On Brand with Jimmy Fallon” based on a winning idea from contestant Pyper Bleu. It was created in partnership with Goodby Silverstein & Partners and Current Studios and is available to explore at doughplacelikehome.com.

🌀 Tom’s Take:

Taking a 60-year-old brand and making it feel fresh through augmented reality shows how legacy icons like the Doughboy can find new life in the next wave of computing.

Source: Business Wire / General Mills