Home  › Media › Mobile
mcdonald-s-world-cup

McDonald’s Brings AR App to World Cup Masses

  |  June 6, 2014   |  Comments

The McDonald’s GOL! app is an augmented reality campaign on a global scale and should help drive AR awareness, experts say.

If McDonald's has its way, shouts of "Goal!" during the upcoming FIFA World Cup in Brazil will be coming from both soccer fans watching matches as well as customers playing its augmented reality app with virtual trick-shot challenge.

McDonald's has even changed the look of its red french fry packaging with artwork from 12 artists to celebrate the World Cup and to allow customers to unlock the app, "McDonald's GOL!" on medium and large sizes.

Customers can also download the McDonald's GOL app from the App Store and Google Play. According to Google Play, the app had 50,000 to 100,000 downloads as of June 6.

By holding the screens of their mobile devices to the front of the fry boxes, the device recognizes the artwork and a soccer pitch appears in an AR scene 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, McDonald's says.

A brand rep was not available for further comment by deadline.

Created for McDonald's in collaboration with Qualcomm Connected Experiences Inc. and Trigger, McDonald's says the app brings a new mobile play experience using the Qualcomm Vuforia mobile vision platform. The app showcases Vuforia's Smart Terrain feature, which allows users to build their own play spaces using everyday objects.

Wil McReynolds, creative director of Augmented Marketing, says it would be interesting to see a case study of this effort as it is an AR campaign on a global scale.

"It would also appear that McDonald's believes enough in the technology to basically rebrand their iconic red and yellow boxes. You need distribution to make this technology get to the masses, and McDonald's is doing just that," McReynolds says. "Also, they see how augmented reality is meant to interact with the real world and by using the Smart Terrain feature, the users can make any surface in front of them into an obstacle. This is a giant leap forward for AR awareness as well as a glimpse into the future of AR gamification."

In addition, digital marketing executive Rand Schulman says this new generation of AR apps allows marketers to capture what users see along with their behaviors, which can help brands optimize engagement.

"Today, big data-driven analytics, coupled with augmented reality applications and key metrics, gives us the ability to create analytics for the real world," he says.

According to McDonald's, a number of activities are planned to support this program, including a video that features soccer trick-shot talent and has 700,000 views as of June 6.

Mark Quinn, segment vice president of marketing at Leggett & Platt, predicts millions of views to come.

"They will have kids and grown-ups all over the world submitting their own version of those if they mine that correctly," Quinn adds.

McDonald's says it has been an official sponsor and the official restaurant of FIFA World Cup for 20 years. Other branded World Cup activities include the McDonald's Player Escort Program, in which 1,408 children from 69 countries will walk hand-in-hand onto the pitch with their favorite soccer players.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...