McDonalds World Cup drive turns fries packaging into augmented reality pitch
McDonalds is launching a World Cup campaign on its fry boxes that will see the fast-food company redesign its packaging on a global scale for the first time.
Launching on Monday (26 May) each box will feature one of 12 World Cup designs from international street artists and will also act as an activation point for the chain’s ‘McDonald’s GOL!’ augmented reality app, which will turn the box into a football game.
“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.
“This is about bringing fun, innovative programming to our customers and celebrating our shared love of futbol. We’re excited to be able to do that through an engaging, interactive mobile experience, and of course with our World-Famous Fries.”
To play the game, customers will need to hold a smartphone up to the front of the box, and as the device recognises the artwork, a 'futbol' pitch will appear in an AR scene on the screen.
The fry box will appear 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.
The boxes, developed with Qualcomm Connected Experiences and Trigger, will be available throughout the duration of the 2014 FIFA World Cup.