Augmented Reality adds computerized
graphics and sounds to the natural world as it exists. It matches what you are
actually viewing in the real world with a virtual, computer generated scene,
adding extra information to what your eyes actually see. It has been around for
a while but recently it is being used to give consumers a unique personal
experience.
Last year McDonald’s launched an augmented
reality campaign that aimed to increase Happy Meal sales by engaging consumers
via a Smurfs promotion. McDonald’s
created a mobile Smurf game that, when inside a McDonald’s location, came to
life. Smurf avatars decorated the restaurant and unlocked additional Smurf fun
for consumers.
Kids were able to turn themselves into Smurfs
and take part in the game to help garden with Papa Smurf. Kids learned what
plants need to grow and practiced this knowledge by taking care of the digital
plants on the screen.
Why did
this work?
In-restaurant signage brought the individuals’ game to life. That is pretty
incredible. Kids were able to ‘Smurf-ize’ themselves and see themselves on
screen. The whole Smurfs campaign, from the mobile game, to signage, to the
Smurf Happy Meal toys were flawlessly integrated, therefore creating growth and
higher sales of Happy Meals.
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