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.

McDonald's
Gesture controlled play zones will launch in 150 McDonald’s

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here