Rovio has launched an Augmented Reality (AR) campaign with brand partners including McDonalds, Lego and Walmart to promote its latest Angry Birds game.

The campaign works using an AR function, powered by Zappar, which has been integrated into Angry Birds Action.

Action players can scan bird-codes printed on Angry Birds branded merchandise, from H&M clothing to Pez dispensers, to unlock in-game content. McDonalds packaging, for example, can be scanned to play a whack-a-pig mini-game, while WalMart stands link to daily power-ups for the game.

With the Angry Birds Movie coming out next month, the BirdCodes will also appear on Sony Pictures marketing materials, linking the game and film.

“Angry Birds Action is the cornerstone of our comprehensive digital movie program, which bridges digital and physical entertainment like never before,” said Miika Tams, VP Games at Rovio “And with more than 1bn bird-codes to be found out in the wild, at a scale never seen before either.”