ry boxes will be the key to “unlocking” a new Augmented Reality (AR) app that will reward customers with a virtual trick-shot challenge.“This is the first time in brand history we’re changing the packaging design of one of our customers’ most favourite menu items on a global scale, and what better reason than to share in the excitement of one of the most prestigious sporting events in the world,” said Steve Easterbrook, senior executive vice president and global chief brand officer of McDonald’s.
The redesign will treat customers and football fans with an exclusive collection of original street art that McDonalds says reflects the beauty and passion of the game of football.
Twelve artists from around the world were chosen to create the special new designs, which will canvas McDonald’s Medium and Large fry boxes in the majority of company-owned and franchised restaurants worldwide and trigger the downloadable app, entitled “McDonald’s GOL!”
Customers can download the app and begin play by holding the screen of their mobile device up to the front of the box. As the device recognises the artwork, a football pitch will appear in an AR scene on the screen, with the fry box as the goal and other built-in objects as obstacles. The idea is to “kick” the ball with the flick of a finger and divert or use obstacles to get the ball into the goal.
Created for McDonald’s in collaboration with Qualcomm Connected Experiences and Trigger, the app brings a mobile play experience to customers using the Qualcomm Vuforia mobile vision platform.
This app showcases the Vuforia platform’s new Smart Terrain feature that allows users to build their own play spaces using everyday objects.
