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McDonald’s Ditches Ball Pit In Favor Of Augmented Reality Play Zone

The fast food giant has introduced interactive floor games in UK restaurants, which are tied to the current Happy Meal promotion.

Emma Hutchings
Emma Hutchings on December 7, 2012.

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.

McDonald’s Ditches Ball Pit In Favor Of Digital Play Zone

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.

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