McDonald's Kicks-Off FIFA World Cup(TM) With First-Ever Global French Fry Packaging Redesign and New, Augmented Reality Trick

McDonald's Kicks-Off FIFA World Cup(TM) With First-Ever Global French Fry 
Packaging Redesign and New, Augmented Reality Trick-Shot App 
FOR: McDonald's Corporation 
MAY 20, 2014 
McDonald's Kicks-Off FIFA World Cup(TM) With First-Ever Global French Fry
Packaging Redesign and New, Augmented Reality Trick-Shot App 
OAK BROOK, IL--(Marketwired - May 20, 2014) - Customers around the globe will
soon notice something different at McDonald's (NYSE: MCD). Starting next
Monday, the brand will change the look of its iconic red French fry packaging
globally with bold, new artwork to celebrate the upcoming FIFA World Cup(TM) in
Brasil. In addition, the new fry boxes will be the key to "unlocking"
a new Augmented Reality (AR) app that will reward customers with an engaging,
virtual trick-shot challenge. 
"This is the first time in brand history we're changing the packaging
design of one of our customers' most favourite menu items on a global
scale, and what better reason than to share in the excitement of one of the
most prestigious sporting events in the world," said Steve Easterbrook,
Senior Executive Vice President and Global Chief Brand Officer of
McDonald's. "This is about bringing fun, innovative programming to
our customers and celebrating our shared love of futbol. We're excited to
be able to do that through an engaging, interactive mobile experience, and of
course with our World-Famous Fries." 
The redesign will treat customers and futbol fans with an exclusive collection
of original street art that reflects the beauty and passion of the game of
futbol. Twelve artists from around the world were chosen to create the special
new designs, which will canvas McDonald's Medium and Large fry boxes in
the majority of company-owned and franchised restaurants worldwide and trigger
the downloadable app, entitled "McDonald's GOL!" 
Customers can download the app and begin play as soon as they have their
specially-designed fry box in-hand. It's as easy as holding the screen of
their mobile device up to the front of the box. As the device recognizes the
artwork, a futbol pitch will appear in an AR scene on the screen, with the fry
box as the goal and other built-in objects as obstacles. The idea is to
"kick" the ball with the flick of a finger and divert or use
obstacles to get the ball into the goal. 
Created for McDonald's in collaboration with Qualcomm Connected
Experiences, Inc. and Trigger, the app brings a truly new mobile play
experience to customers using the Qualcomm(R) Vuforia(TM) mobile vision
platform. This app showcases the Vuforia platform's new cutting-edge Smart
Terrain(TM) feature, representing a technology breakthrough that allows users
to build their own play spaces using everyday objects. 
"Our digital vision at McDonald's is to bring an entirely new level
of everyday convenience and fun to the world, and our Augmented Reality app is
just one example of how we are bringing fun to our customers' lives,"
said Atif Rafiq, McDonald's Chief Digital Officer. "We are very
excited about the numerous opportunities in front of us to bring even more
innovative digital experiences to our customers in ways only McDonald's
can do." 
"McDonald's GOL!" will be compatible with most Android and Apple
mobile devices and will be available for download in the Google Play store and
Apple App Store(TM) starting on May 26. Instructions for download will be
available on the back of each specially designed fry box or can be found on The new fry boxes will be available throughout the duration of the
2014 FIFA World Cup while supplies last. 
The artists showcased on the specially-designed fry boxes include: 
-Australia: David Spencer, Artwork Title - 'The Perfect Kick' 
-Brazil: Eduardo Kobra, Artwork Title - 'O mundo unido pelo futebol'
(translation: 'The world united by football') 
-Canada: Mugluc, Artwork Title - 'Unite Together' 
-China: Hua Tunan, Artwork Title - 'World of Victory' 
-England: Ben Mosley, Artwork Title - 'Fans of the World' 
-France: Skwak, Artwork Title - 'The Maniac Football Party' 
-Germany: Roman Klonek, Artwork Title - 'Freaky Fan Club' 
-Japan: Doppel, Artwork Title - 'Kick the One' 
-Russia: Egor Koshelev, Artwork Title - 'The Perfect Goal' 
-South Africa: Adele Bantjes, Artwork Title - 'Heart of the Game' 
-Spain: Martin Sati, Artwork Title - 'Flamenco Number One' 
-USA: Tes One, Artwork Title - 'Formations' 
A number of marketing and communication activities are planned to support this
program. This includes the online release today of a lively video that features
real-life futbol trick-shot talent from around the world. 
McDonald's has been an Official Sponsor and the Official Restaurant of
FIFA World Cup for 20 years. Other activities planned to bring the excitement
of the Tournament to life worldwide include: 
-McDonald's Player Escort Program
McDonald's will provide 1,408 children (ages 6-10) from 69 countries
worldwide a once-in-a-lifetime opportunity to experience the thrill of the
Tournament and walk hand-in-hand onto the pitch with their futbol heroes. This
marks the largest number of countries participating in the program since
McDonald's first began sponsoring it in 2002.  
-McDonald's Ultimate FIFA World Cup(TM) Football Fan
McDonald's will bring together some of the most passionate fans from
around the world with the "ultimate" trip to the 2014 FIFA World Cup.
Customers selected as a McDonald's Ultimate FIFA World Cup Futbol Fan will
have the opportunity to attend matches, have their photo taken with the FIFA
World Cup Trophy, have VIP treatment at exclusive parties during Tournament,
and more. Each market determines the criteria and selection process for their
selected fans. 
More detailed information on our sponsorship and activation programs, including
fact sheets and visuals, can be found by visiting our online media newsroom. 
About the Qualcomm(R) Vuforia(TM) Platform
Vuforia is a mobile vision platform that enables apps to see and connect the
physical world with digital experiences that demand attention, drive
engagement, and deliver value. Vuforia is supported by a global ecosystem of
more than 100,000 registered developers in 130 countries and has powered more
than 9,000 apps for iOS and Android devices. Additional information is
available at 
Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc., a
subsidiary of Qualcomm Technologies, Inc. Qualcomm and Vuforia are trademarks
of Qualcomm Incorporated, registered in the United States and other countries,
used with permission. 
About Trigger
Founded in 2005, Trigger is a company of inventors that blends Hollywood
Creative with Mobile Innovation, working with a number of global brands like
McDonald's to prototype concepts, market initiatives and develop new
digital products. With world-class creative teams in Los Angeles and Shanghai,
Trigger transforms great visions into ground breaking mobile experiences for a
global audience. Trigger is a pioneer for the movie industry with digital
marketing, mobile gaming and augmented reality, developing worldwide campaigns
for a variety of top franchises. In addition, Trigger is a Qualcomm portfolio
company and a preferred developer for their Augmented Reality technology,
Vuforia. For more information about Trigger, please visit 
About McDonald's
McDonald's is the world's leading global food service retailer with
more than 35,000 locations serving approximately 70 million customers in more
than 100 countries each day. More than 80% of McDonald's restaurants
worldwide are owned and operated by independent local business men and women.
To learn more about the company, please visit: and
follow us on Facebook ( and Twitter
© 2014 McDonald's 
Becca Hary
Melissa Layton
INDUSTRY:  Food and Beverage - Beverages Non Alcoholic and
Alcohol-Wine/Spirits, Food and Beverage - Dairy, Food and Beverage - Food, Food
and Beverage - Ingredients, Food and Beverage - Packaging and Processing, Food
and Beverage - Retailers, Food and Beverage - Vending 
-0- May/20/2014 13:00 GMT
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