With the world poised to celebrate the game of football this summer, McDonald’s teamed with Qualcomm Connected Experiences, Inc. (QCE) to develop a mobile gaming experience for their customers that would be unique, memorable and innovative. QCE provided the cutting-edge technology behind what could be one of the most comprehensive global marketing activations in McDonald’s brand history.
To celebrate the beauty and passion of the game of football, McDonald’s is changing for the first time ever—the design of its iconic red fry box on a global scale. Using its world famous fry box as a canvas, artists from around the world were commissioned to create artwork sporting a dozen different football themes, which will appear on medium- and large-sized boxes at most of McDonald’s 35,000 locations in more than 100 countries around the world.
Mc Donald’s created a mobile app, powered in part by the Qualcomm® Vuforia™ mobile vision platform, that uses the specially designed fry boxes to give the 70 million people who visit McDonald’s each day a chance to test their football skills on a virtual playing field. McDonald’s GOL! app, created by Trigger and now available in the App Store and Google Play store, takes advantage of cutting-edge Smart Terrain™ technology to take mobile gaming to an entirely new level.
Here’s how it works: Once customers scan one of the new specially designed fry boxes, a virtual football pitch is dropped onto the table top. With the fry box now serving as the goal, the customer “kicks” the ball with the flick of a finger to score goals.
QCE’s Smart Terrain technology lets players place additional objects onto the playing field, making the experience that much more dynamic and compelling. For example, you can add your Big Mac box, beverage cup or other items into the action and they become objects to bounce your trick shots off to score goals.
By perfecting such shots, players can move on to more challenging levels, earn badges and even compete for a top spot on the worldwide leaderboard as scores are submitted anonymously, aggregated by chosen country and tallied daily. To increase engagement, especially with the digitally savvy set, the app includes ample opportunities for players to share with football and fry fans globally for bragging rights and a starring role in curated videos of the best shots.
In any sport, the key to victory is teamwork. The same holds true for this innovative mobile campaign, which is why we are especially excited about the winning combination of Vuforia and developer collaboration to provide McDonald’s with technology that gives them the opportunity to build a truly unique and highly impactful consumer experience.
Together, we’re putting breakthrough mobile vision technology in front of a worldwide audience while putting the capabilities of mobile marketing on an entirely new trajectory of success. Check out the video below to see the app in action!