Ice cream brand Dippin' Dots has launched an mobile site that integrates augmented reality (AR) technology with a fan loyalty program, in what they believe to be a world first.

Upon downloading the free viewer, Dippin' Dots customers will be able to scan qualifying purchases from participating stores, kiosks and events, as well as when making online purchases. The loyalty program, the Dot Crazy! Rewards Club, tracks purchases and provides point totals on the viewer, while points can be exchanged for free ice cream or personalised merchandise.

In addition, the viewer provides AR experiences including "making it rain Dippin' Dots" in stores and at home, and games including Cookies n' Cream Machine and Bubble Gum Blaster.

"We are excited about this approach to augmented reality and the loyalty format that eliminates the need for club members to have to keep up with a club card," said Dana Knudsen, director of marketing for Dippin' Dots. "Most of our customers carry their phones with them all the time anyway and everything is available to them on their smart phone."

The site's platform, Bubandu, was developed by mobile platform innovators Rocktops Digital Media, with the aim of enable companies to market their brands on mobiles using augmented reality, without the need for a dedicated app.