McDonald's digitises Roald Dahl in latest Happy Meal campaign

McDonald’s has created a new app-feature themed on children’s author Roald Dahl, as part of the fast food giant’s latest Happy Meal promotion. 

Described as an “innovative app experience”, the digital endeavour is the result of a partnership with the Roald Dahl Literary Estate and Penguin Random House which will distribute Roald Dahl books as part of the Happy Meal.

 

Happy Meal goes digital 

Supporting the campaign is a new addition to the ‘Happy Studio’ app, which uses voice-activated technology to respond to words and phrases in each book with a series of fun sounds and animations. “This experience literally brings the story and words on the page to life and helps immerse families into the extraordinary worlds and characters of Roald Dahl”, says McDonald’s.

Steve Hill, Head of Marketing, McDonald’s UK, said: “This is the fourth time that we’ve given out books as part of the Happy Meal and we’re really excited to be teaming up this year with Roald Dahl, one of the most popular children’s authors of all time. The exciting addition to the Happy Studio app truly delivers on our objective to make reading fun and we hope that this immersive reading experience will add a new and exciting twist to Roald Dahl’s extraordinary stories.”

Emma Maynard, Group Account Director, The Marketing Store, added: “The Roald Dahl partnership provided a rich opportunity to open up his wonderful world and characters to a whole new audience. The addition of the app adds a new dimension to the Happy Readers® books promotions and allows us to amplify Roald Dahl’s stories and most importantly the reading experience for children of all ages in a unique, fun and exciting way.”