McDonald’s World Cup augmented reality packaging

The new fries boxes will unlock a new augmented reality (AR) app that will reward customers with a virtual ‘trick-shot challenge’. Customers can download the app and begin play as soon as they have their specially designed fry box in-hand.

The app was created for McDonald’s in collaboration with Qualcomm Connected Experiences and Trigger. It showcases the Vuforia platform’s new Smart Terrain feature, representing a technology breakthrough that enables users to build their own play spaces using everyday objects.

“Our digital vision at McDonald’s is to bring an entirely new level of everyday convenience and fun to the world, and our augmented reality app is just one example of how we are bringing fun to our customers’ lives,” said Atif Rafiq, McDonald’s chief digital officer. “We are very excited about the numerous opportunities in front of us to bring even more innovative digital experiences to our customers in ways only McDonald’s can do.”

• Nathan Daniel from CS Labels demos augmented reality app