Labatt has begun a campaign for its Labatt Blue brand called "Cheers to Canada." The campaign is tied to Canada Day and includes special cans depicting four landscapes: the Rocky Mountains, the Prairies, Niagara Falls and Peggy's Cove. The cans and the advertising executions make use of augmented reality technology to add motion via the use of a smartphone application. Users of the application can also enter an online contest at <http://www.cheerstocanada.ca> for a summer vacation prize. Regionally-specific print ads will run in various editions of commuter newspaper Metro on June 27 and 28. This is the first time the paper has run an augmented reality ad campaign. "Labatt Blue has the credibility to salute this great country because of the longstanding heritage of the brand," said Amy Rawlinson, marketing manager for Labatt Blue. "The Cheers to Canada campaign pays tribute to the Canadian landscape from coast-to-coast. And, with the introduction of augmented reality, we're able to make the beautiful cans fun and interactive for Blue fans." The initiative was developed by Publicis.