MAY 2014 │ GLOBAL
McDonald's
World Cup Fries
CALLS9 │ App of the Week: June 2014
ADWEEK │ Ad of the Day: June 4th 2014
CREATIVITY │ Editor’s Pick: June 4th 2014
MOBILE WEB 2014 │ Food: Winner
CANNES 2015 │ Mobile & Games: Shortlisted
CANNES 2015 │ Integrated: Shortlisted
WEBBY 2014 │ Branded Content: Honoree
CLIO SPORTS 2015 │ Integrated: BronzE
CHIEF MARKETER 2015 │ GOLD: BEST INTERNATIONAL
REGGIE 2015 │ Sponsorship: Silver
REGGIE 2015 │ International: Silver
During The 2014 FIFA World Cup Brazil, we needed to connect the world's favorite sport with the world's favorite fries.
For the first time, we changed McDonald’s fry boxes globally with12 soccer themed designs by artists from around the world.
The fry box designs served as the trigger for a first-of-its-kind AR game: technology that recognized real world objects and turned them into digital game pieces. Players could score goals by bouncing their digital soccer ball off IRL objects in-camera view.
Fries and Football.
I'm lovin' it.
1.5 billion boxes.
191 countries.
The first time McDonald’s ever changed their fry boxes globally: 12 soccer themed designs by artists around the world.
The Game
The pack designs served as a trigger to an AR game and content.
It was no small scale to rollout a game for 191 countries - varying devices, connection speeds, and of course, languages. Oh… and those 1.5 billion boxes, in-store posters and tray liners, all on the printers ready to promote a game yet to be built.
“MAY BE THE LARGEST MAINSTREAM ROLL OUT OF AN AUGMENTED REALITY GAME IN HISTORY”
Game interface
and sections
What made
it a first of
its kind?
Objects placed on the table became game pieces to bounce your soccerball off. Seems simple, right?… Nope.
We worked with Qualcomm, the major mobile chip maker, to develop advanced object detection, something they now sell called ‘Vuforia’.
Impact
See the film to promote the app.
