Betting firm Paddy Power has used Blippars image-recognition technology to bring Augmented Reality content to the humble ten pound note. Scanning any note in circulation with the Blippar app will animate the Queens face as she shares her views on England’s chances, Rooney’s hair, the cheating French, and anything else that makes the news during the tournament.

The content, Blippar says, will be randomised, and refreshed daily during the three week tournament to keep the experience fresh for returning users. Blipping a tenner also produces buttons to view the latest odds, watch video clips, and share the content across social networks, as well as a link to Paddy Powers site.
“I’m sure the Queen, like everyone else, has views on football, but as we’re unlikely to hear them we thought we’d use a bit of creative licence,” says a spokesperson for Paddy Power. “It might put us at risk of getting thrown in the Tower of London but as we know she likes a flutter we’re sure Her Majesty will see the funny side.”

You can watch a video of the AR campaign in action below.