McDonald's French fries throughout the world will look different from this week. Starting 26 May, its red French fry packaging is getting a FIFA World Cup redesign. In addition, the new FIFA boxes will be the key to unlocking a new augmented reality app, McDonald's GOL!, that lets customers try their hand at a virtual futbol trick-shot challenge. The new fry boxes will be available until the end of the 2014 FIFA World Cup while supplies last.
Steve Easterbrook, senior executive vice president and global chief brand officer of McDonald's, explained, "This is the first time in brand history we're changing the packaging design of one of our customers' most favourite menu items on a global scale, and what better reason than to share in the excitement of one of the most prestigious sporting events in the world. This is about bringing fun, innovative programming to our customers and celebrating our shared love of futbol. We're excited to be able to do that through an engaging, interactive mobile experience, and of course with our World-Famous Fries."
The redesign features a collection of original street art that reflects the beauty and passion of the game of futbol. Twelve artists from around the world were chosen to create the special new designs.
The Perfect Kick, by West Australian artist, David Spencer
Customers can download the app and begin playing immediately. They just hold the screen of their mobile device up to the front of the box. As the device recognises the artwork, a futbol pitch will appear in an AR scene on the screen, 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.
The app was created for McDonald's by Qualcomm Connected Experiences, Inc. and Trigger, using the Qualcomm Vuforia mobile vision platform. Vuforia's newly developed Smart Terrain breakthrough allows users to build their own play spaces using everyday objects.
McDonald's GOL! is compatible with most Android and Apple mobile devices and is available for download in the Google Play store and Apple App Store. Instructions for download are available on the back of each FIFA fry box as well as the purpose-built website. gol.mcd.com. The new fry boxes will be available throughout the duration of the 2014 FIFA World Cup while supplies last.
The artists showcased on the specially-designed fry boxes include:
- Australia: David Spencer, Artwork Title - 'The Perfect Kick'
- Brazil: Eduardo Kobra, Artwork Title - 'O mundo unido pelo futebol' (translation: 'The world united by football')
- Canada: Muegluc, Artwork Title - 'Unite Together' -- China: Hua Tunan, Artwork Title - 'World of Victory'
- England: Ben Mosley, Artwork Title - 'Fans of the World'
- France: Skwak, Artwork Title - 'The Maniac Football Party'
- Germany: Roman Klonek, Artwork Title - 'Freaky Fan Club'
- Japan: Doppel, Artwork Title - 'Kick the One'
- Russia: Egor Koshelev, Artwork Title - 'The Perfect Goal'
- South Africa: Adele Bantjes, Artwork Title - 'Heart of the Game'
- Spain: Martin Sati, Artwork Title - 'Flamenco Number One'
- USA: Tes One, Artwork Title - 'Formations'
McDonald's has been an Official Sponsor and the Official Restaurant of FIFA World Cup for 20 years.
