McDonalds celebrate World Cup with chip box augmented reality pitch

McDonalds is launching a global World Cup digital campaign involving smartphones and its infamous fry boxes in a brand first. 
McDonalds is debuting its ‘GOL!’ augmented reality app which will feature 12 World Cup designs from international street artists on chip boxes – which will double as a digital activation point as well as a delicious container of salty fries.

Launching on Monday May 26, customers will be able to play the game by holding up a smartphone 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.

http://www.youtube.com/watch?v=-T7zyezBkuY

“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.”