A new experimental promotion by McDonald’s in Sweden invites kids to turn Happy Meal boxes into virtual-reality viewers. To turn the red boxes into so-called Happy Goggles, consumers tear along some perforated lines and fold, inserting the VR lenses and your own smartphone.
In this case, the content is tied to a Swedish family skiing holiday, with McDonald’s creating a ski-themed VR game for use with the goggles. The initiative is thought to be a test-run for rolling the promotion globally; other companies, such as Pizza Hut and Mattel, have experimented as well with using packaging to connect to digital media. DDB Stockholm developed the strategy, design and packaging.