McDonald's UK Launches New Fry Packaging Designs And Augmented Reality Trick-Shot App For FIFA World Cup™
McDonald’s UK will replace the iconic design of its red fry boxes from today with original football-themed artwork to mark the upcoming FIFA World Cup™ in Brazil. The new fry boxes can be used in conjunction with an innovative augmented reality (AR) app, McDonald’s GOL!, to play a virtual trick-shot game.
When McDonald’s GOL! app users hold their mobile device up to the specially-designed fry boxes, an AR scene appears and the fry box becomes a goal. The objective is to ‘kick’ the ball with the flick of a finger and avoid or use obstacles to score.
Britain’s Ben Mosley and 11 other artists from around the world were chosen to design the new artwork that will appear on medium and large fry boxes in restaurants throughout the UK as well as the majority of restaurants worldwide.
Alistair Macrow, Senior Vice President, Chief Marketing Officer, McDonald’s UK, said:
“As one of the world’s most popular and hotly anticipated sporting events, we want to share in the excitement of the FIFA World Cup™ with our customers. The new fry boxes and app are a fun and interactive way for customers to get involved using their mobile devices and compete with people from around the world.”
McDonald’s GOL! is compatible with most Android and Apple mobile devices and is available to download in the Google Play™ store and Apple App Store™. Download instructions are available on the back of each specially designed fry box and on gol.mcd.com. The new fry boxes are available from 28 May and for the duration of the 2014 FIFA World Cup™, while stocks last.
Created for McDonald’s in collaboration with Qualcomm Connected Experiences, Inc. and Trigger, the McDonald’s GOL! app brings an innovative mobile play experience to customers using the Qualcomm® Vuforia™ mobile vision platform. The app showcases the Vuforia platform’s cutting-edge Smart Terrain™ feature, which allows users to build their own play spaces using everyday objects.