McDonald’s launches new augmented reality campaign

McDonald's augmented reality

McDonald’s teams with Metaio to launch augmented reality initiative

Fast-food giant McDonald’s has been making an aggressive push into the mobile space. The company has fashioned many of its campaigns to be accommodating to mobile consumers and has even tested NFC-based mobile payments this year. Now, McDonald’s has set its sights on augmented reality. The company has teamed with AR pioneer Metaio to develop a new campaign. This campaign will not be focused on marketing the company’s products, however, as it is meant to raise awareness about the environment.

Campaign focuses on the environment rather than products

With Metaio’s help, McDonald’s has launched McMission, a new augmented reality application that is meant to promote awareness of environmental issues and sustainability. McDonald’s has recently become a strong advocate for renewable energy and energy efficiency, embracing clean technologies that limit its emissions and lower its impact on the environment in general. As a large company, McDonald’s has a great deal of work left to do before it can be considered environmentally friendly, but the company has been taking steps to inform consumers of how environmental issues may impact them and their future.

McDonald's augmented realityApplication unlocks augmented reality content in packaging

The McMission application features a variety of games that focus on renewable energy and efficiency. The company has been embedding augmented reality experiences into its packaging that can be activated through the application as well. Such content aims to shed light on environmental issues in an interactive way and provide consumers a better perspective on such issues. The application encourages users to share their findings on social media in order to engage more people.

Campaign currently based in Germany

Currently, the campaign is restricted to McDonald’s Germany. The country is considered one of the world’s leaders in terms of renewable energy and has made major strides in recent years to break away from fossil-fuels. McDonald’s aims to dispel some of the grimness that has come to surround the issue of renewable energy and present environmental issues in a new light that may be better received by consumers.

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