McDonalds Represents FIFA World Cup: Launches First Ever Global Fry Packaging Design And Augmented Digital Gaming Experience
By Megan Zielinski, contributing writer
McDonald’s, official sponsor of the World Cup for the past 20 years, is rolling out soccer themed fry boxes and integrating an interactive mobile app entry code onto the packaging, allowing for customers to enjoy a virtual game of soccer while enjoying their meals.
On May 26, in honor of the World Cup, the global leading fast food company will completely transform the French fry eating experience for all customers. For the first time in history, McDonald’s will be changing the design of medium and large fry packaging, featuring a variety of 12 unique designs from artists throughout the world. The packaging not only delivers aesthetic appeal — each design holds an entryway into a digital gaming experience with McDonald’s GoL! gaming app. Once customers download the app, they simply peel back label on their fry box and scan the code with their mobile phone. When the app recognizes the code, the game is activated into a reality-based game — the app uses the camera of the mobile phone, incorporating objects into the game that are within 12 inches of the fry box. With a range of 24 inches between the phone and fry box, using nearby drinks and containers as obstacles, the entire tabletop becomes a playing field. The fry box serves as the goal — points can be earned by moving the ball around and bouncing the ball off the objects and scoring goals.
Customers have the opportunity to save scores and achievements to their gallery and share with friends through social media. Customers need Wi-Fi for downloading and sharing scores, but can play anytime without Internet connection. Even for those that do not purchase fries can enjoy the digital gaming experience—McDonald’s offers a downloadable PDF to start the game for anyone. McDonald’s is providing even more promotions and specials—customers have the chance to win a free trip to the FIFA World Cup Finals in Brazil. The company is also implementing a series of new menu items in their restaurants located throughout Brazil, the host country of the World Cup.
McDonald’s partnered with Qualcomm Connected Experiences and Trigger, two global technology solution providers, dedicated to developing ground-breaking mobile experiences for franchisees worldwide. Through use of the advanced technology delivered by the Qualcomm Vuforia Platform, the GOL! app allows users to build their own play spaces using everyday items. This past April, McDonald’s, in collaboration with Trigger and Vuforia platform, created the Interactive AR Happy Meal App—involving the happy meal box and mobile device to create a fun, reality-based game for children.
“Our digital vision at McDonald’s is to bring an entirely new level of everyday convenience and fun to the world, and our Augmented Reality app is just one example of how we are bringing fun to our customers’ lives. We are very excited about the numerous opportunities in front of us to bring even more innovative digital experiences to our customers in ways only McDonald’s can do.” said Atif Rafiq, McDonald’s Chief Digital Officer.