Well now fascination about McDonald’s meals will be more among kids as the company is rolling out a virtual reality headset with their Happy Meal boxes. The boxes are designed to transform into happy goggle.
Well how? One has to cut the box along the dotted lines, fold the box, put the lens-pack, attach a smartphone and the goggle is ready.
The happy meal pack will cost $4.10, including the food. The company will market some 3500 of them at 14 locations in Sweden. It will be launched between March 5 and March 12.
Engadget reports that Golden Arches introduced the promo, especially for “Sportlov”, a one-week recreational holiday where families got out for skiing in Sweden. To amp up the skiing experience, McDonald’s includes a ski-themed VR game called Slope Stars, paired with a goggle.
DDB Stockholm came up with the strategy, design and packaging. While North Kingdom Stockholm created the game.
Jeff Jackett, marketing director at McDonald’s Sweden says: “Parents can learn more about their children’s knowledge and experience of the digital world. And purposeful gaming can also be a great joint activity that helps families interact on equal terms.”
Jackett believed that the expansion of the program will depend on the global trials of VR goggles.
Last year, Pizza Hut came up with a similar program with the pizza box turning into a movie projector. The pizza chain in Hong Kong decided to spice-up the customers’ experience by giving them a lens that can be fitted into the box.
Mattel, on the other hand, came up with an improvised form of “view-master” toy, much different than the one in the pre-digital era last year. It is equipped with a smartphone, an app and a light-weight viewer, according to Ad Week.
The VR program has turned out to be a strong marketing magnet for several food chains. Not only McDonald’s, but several other companies are taking advantage of this latest way of marketing.