McDonald’s rolls out digital play zones

McDonald’s is rolling out digital interactive Happy Meals play zones in 150 UK restaurants in a bid to encourage kids to be more active.

The fast food chain says it is introducing the gesture controlled play zones to “enhance the Happy Meal experience”.

Children are encouraged to interact with Happy Meals characters and games through images projected onto the floor. It uses overhead tracking cameras with infra-red technology to respond to children’s movement and create an “immersive experience”.

Each movement-activated game will be themed alongside Happy Meals promotions. Campaigns can be managed by marketing teams remotely.

A spokesperson for McDonald’s says: “The restaurant re-imaging programme, and the testing of new design and technology innovations, is all about creating an eating-out experience that is fun, entertaining and a treat for every member of the family.”

McDonald’s has launched a number of Happy Meals initiatives this year including adding healthier eating options such as fizzy fruit drink Fruitizz and giving away books in a bid to help literacy.

The chain faces a constant battle with lobbying organisations over the way it markets to children. A US court ruled McDonald’s could continue to include toys in Happy Meals after a case claimed its tactics to attract children are “predatory”, earlier this year.

The activity was developed by The Marketing Store and audio visual firm Paradigm AV.