McDonald’s Transforms the Happy Meal Into An Engrossing Content Experience
The fast food king is giving children an engaging window into VR environments
McDonald’s is running a pilot in Sweden of Happy Goggles, the company’s new virtual reality headset which can be folded from a Happy Meal box. With the launch of this campaign and the functional design of this project, the ‘golden arch’ is lowering the threshold so that everyone can afford to experience the virtual.
By re-folding the box, customers can create a pair of virtual reality goggles. The idea came about, quite simply, by folding the usual Happy Meal box in a new way. The result, with the addition of a pair of lenses, turned into the VR Happy Goggles.
This is a test designed to modernize the company’s product offering for children. It aims to provide a digital experience in addition to the physical toys usually found in the box. The rationale is that as new generations grow up in a world where smartphones and tablets are a part of daily life, the usual Happy Meal toys just won’t pass muster.
Also, Happy Goggles will allow the chain to reach customers through experiences that focus on play and learning. Happy Googles can be considered a content play as McD’s looks toward getting a bigger slice of mindshare. The gaming can also be good for brand engagement. The company is launching a VR skiing game endorsed by the Swedish National Ski Team called Slope Stars, a 360° ski experience that allows the user to open the doors to a world of fantasy, fun and how to stay safe while hitting the slopes.
The limited edition Happy Goggles will made be available at select restaurants in Sweden from March 5 to March 12.
While the Swedish McD’s is the first chain to to turn a greasy box into VR goggles, we’ve seen others toying with it (i.e. Coca-Cola’s VR packaging). It’s an interesting campaign and one that’s sure to be loved by digital natives all over the world.