McDonald’s has introduced Digital Play Zones in over 150 of its UK restaurants with high family footfall. These interactive floor media games are activated by movement (similar to a Kinect or Wii) and tied to the current Happy Meal promotion, giving advertisers more ways to promote.

Developed by marketing agency The Marketing Store and utilizing gesture-control technology from Paradigm AV, the play zones increase children’s interaction with the Happy Meal stories and characters. Overhead tracking cameras and infra-red emitters project onto a tiled floor, creating an immersive environment. Paradigm AV sales director, Mick Perrone, said:

The beauty of this solution is that it is low maintenance and remotely managed. It can be reprogrammed offline, so that new campaigns can be uploaded as they come along – and the system automatically powers up and switches off in accordance with trading hours.

McDonald’s