"Using the paper on the tray as an activation, we can supply games to our guests with their meals."

Client: Mc Donalds
School: Berghs School of Communication

The brief:

Increase sales during off hours at Mc Donald's worldwide by creating an Augmented Reality smartphone application.

Problem:

During off hours McDonald's compete for young peoples attention. Could we offer them something more with their meal to make them choose McDonalds instead of places such as cafe's?

Solution:

McDonalds launch the app: I'm playing it. The app uses Augmented Reality (AR) and will use the paperback on the tray as an enabler. I'm playing it is designed for both single or two players. Each side of the paperback holds special triggers, so the game is design for both single and multiple players. Featured games could be table tennis, chess and mini golf.



Since the paperback on trays exists at every McDonald's world wide, this solution will be easy to implement. Each country can adjust games that will fit their countries customers.



By offering this small gamification feature, I believe more young people will go to McDonald's during off hours even if they are not hungry. But to get the tray they need to buy something.

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