McDonald's Sweden has embraced the growing use of cheap virtual reality solutions by transforming Happy Meal boxes into VR headsets.
The initiative, dubbed Happy Goggles, will see users capable of playing a 360-degree VR skiing game called 'Slope Stars' using the box in tandem with their mobile handset.
The packaging enables children – and adults who indulge in the occasional Happy Meal – to experience the fully immersive title which is sponsored by Swedish National Ski Team.
Jeff Jackett, marketing director at McDonald's Sweden: "The Happy Meal is one of our most loved menus and therefore an appropriate platform for reaching out to our family customers through experiences that focus on play and learning.”
The VR solution brands itself as an "update the world’s most iconic box" and will be available at 14 Swedish McDonald’s outlets from 5 to12 March.
AdWeek reports that DDB Stockholm were behind the strategy, design and packaging. It added that North Kingdom Stockholm created the game and Prime will run publicity.