News

McDonald’s introduces augmented reality app for World Cup

May 21, 2014

Starting May 26, McDonald's will feature new French fry packaging globally, the first diversion from its signature red packaging. The change is happening to complement the brand's sponsorship with the upcoming FIFA World Cup in Brazil.

The new fry boxes will also be the vehicle for McDonald’s new augmented reality 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 favorite 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," Global Chief Brand Officer Steve Easterbrook said in a news release. "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."

The redesign features an exclusive collection of original street art created by 12 artists from around the world. The designs will be featured on McDonald's medium and large fry boxes in the majority of company-owned and franchised restaurants worldwide and will trigger the downloadable app, called "McDonald's GOL!"

Customers can download the app from the fry box. According to the company, as the device recognizes the artwork, a futbol 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.

The app was created for McDonald's in collaboration with Qualcomm Connected Experiences Inc. and Trigger and uses 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, the release said.

"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," said Atif Rafiq, McDonald's chief digital officer.

"McDonald's GOL!" will be compatible with most Android and Apple mobile devices and will be available for download in the Google Play store and Apple App Store starting on May 26.

The new fry boxes will be available throughout the duration of the 2014 FIFA World Cup while supplies last.

McDonald's has been an Official Sponsor and the Official Restaurant of FIFA World Cup for 20 years.

Check out the new ad to promote the sponsorship: