Driver Clint Bowyer, Kroger and Totino's Team Up for Augmented-Reality Racing Video Game

Feb 14, 2011, 09:30 ET from General Mills

MINNEAPOLIS, Feb. 14, 2011 /PRNewswire/ -- It's a dream come true for the "kid" in all of us – pizza and a video game, together inside the same box! Totino's announced today an exclusive promotion with the Kroger Family of Stores, allowing consumers to use their Totino's pizza box to play an exciting and challenging augmented-reality video game starring Sprint Cup driver Clint Bowyer. The game will be prominently displayed on specially marked Totino's boxes sold exclusively at the Kroger Family of Stores beginning Feb. 13.


Fans of all ages will be able to enjoy a tasty Totino's pizza and then simply use the actual Totino's box to activate the "Get Behind the Wheel" augmented-reality video game via their computer webcam. The Totino's box acts as the steering wheel to maneuver the car along the track. To view the game, visit and click on the Get Behind the Wheel banner ad.

"The interactive technology enhances the consumer's experience with Totino's," said Drew Jameson, Customer Promotions Marketing Manager for General Mills. "As a proud sponsor of Clint Bowyer's Sprint Cup Series car, we are excited to build on our partnership by creating this augmented-reality video game available exclusively at the Kroger Family of Stores. Families can enjoy a great pizza followed by game night!"  

Augmented reality combines real and virtual worlds and is interactive in real time. The augmented-reality world is triggered by the use of a "marker" – a black and white square – that the consumer's computer webcam registers to launch the game.

The player controls Clint Bowyer's No. 33 General Mills car in a race to get him from his home to the Daytona 500 in the fastest time possible, so that Bowyer doesn't miss the big race. Bowyer provides the voice-over for the game, as players must avoid obstacles along the way, including oil slicks, garbage cans and construction cones that will increase their overall time. In addition, players can pick up "speed boosts," which will blast them through the race at accelerated speeds.

"I wish I could eat Totino's pizza during some of these 500 mile races," said Bowyer. "How many people drive 500 miles without eating something?  I can't wait to play this game."

The specially marked Totino's box will provide players the ability to control the car's steering left or right, while they can use their mouse to change gears to adjust the speed.  High scores are recorded in a local and global scoreboard, urging the player to try again to beat the fastest time.

There is also a mini-game within the game. When players arrive at the "pit stop," they attempt to fill Clint's car with as many Totino's pizzas and pizza rolls snacks as possible, which raises the player's fuel meter and "fuels" Clint. Without the pizzas, the player will run out of gas and Bowyer's car won't make it to the race.

The microsite that hosts the augmented reality game will also include an instant win sweepstakes that will deliver four lucky fans to the 2012 Daytona 500. Two players will be randomly selected to win a 3-day, 2-night trip for two to attend the 2012 Daytona 500 and take a pit and garage tour. To view Official Rules, please visit

For consumers without webcam access, there will be an option of playing the game using keyboard controls. The game will be available for online play through May 31, 2011.

Clint Bowyer has driven the No. 33 General Mills Chevrolet in the Sprint Cup Series since 2009. General Mills, which owns and distributes the Totino's brand, has been a proud sponsor in Sprint Cup Series racing since 1998.


Totino's® Pizza Rolls® snacks and Totino's Pizza are America's number one selling frozen hot snack and pizza.  Totino's and Pizza Rolls are brands of General Mills.  One of the world's leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Haagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Progresso, Yoplait, Cascadian Farm, Muir Glen, and more. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2010 global net sales of US$16 billion, including the company's $1.2 billion proportionate share of joint venture net sales.  For company information, visit  For Totino's information, visit


The Kroger Family of Stores, the nation's largest traditional grocery retailer, employs more than 334,000 associates who serve customers in 2,461 supermarkets and multi-department stores in 31 states under two dozen local banner names including The Kroger Family of Stores, City Market, Dillons, Jay C, Food 4 Less, Fred Meyer, Fry's, King Soopers, QFC, Ralphs and Smith's. The Company also operates 784 convenience stores, 375 fine jewelry stores, 954 supermarket fuel centers and 40 food processing plants in the U.S. The Kroger Family of Stores, headquartered in Cincinnati, Ohio, focuses its charitable efforts on supporting hunger relief, health and wellness initiatives, and local organizations in the communities it serves. For more information about The Kroger Family of Stores, please visit www.the Kroger Family of


General Mills is a primary sponsor of Richard Childress Racing's No. 33 Chevrolet Impala SS with Clint Bowyer behind the wheel. Bowyer finished 10th in the 2010 Chase for the Sprint Cup. He recorded two wins, seven top-five and 18 top-10 finishes during the season. For more information about Bowyer, please visit

SOURCE General Mills