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.

Recommended

timerq

Death of the CMO?

Jo Roberts

Are CMOs about to be kicked out of the boardroom? That’s what one academic is predicting, but unsurprisingly top marketers disagree.

OlympicStadiumPicHP

2012: The year in sport sponsorship

Seb Joseph

2012 saw sport sponsorship in the spotlight with the London 2012 Olympic Games, the UEFA European Championships and the Lance Armstrong doping-scandal. Marketing Week looks back on some of the key talking points from the last twelve months.

NFLPic304

NFL names UK commercial chief

Seb Joseph

The National Football League (NFL) has appointed the Daily Telegraph’s sponsorship chief Ben Dunn to the role of UK commercial director as it looks to boost revenues here.

Comments

    Leave a comment