World Cup fever hits McDonald’s as packaging changes for first time in its history

By Jamie White – Head of Communications

McDonald’s is joining in with World Cup fever by changing its iconic red French Fries packaging for the duration of the tournament.

From next week, the fast food giant will use 12 World Cup themed designs from street artists, in what’s the company’s first ever change from the traditional red boxes.

McDonald’s is also making the designs into an interactive experience, by launching the ‘McDonald’s Gol’ mobile app.

Once customers download the app, they can begin playing the game by holding the screen of their mobile device up to the front of the box and the device and app will recognise the artwork and prompt the game. As the device recognizes the artwork, a soccer pitch will appear in an augmented-reality scene on the screen.

The box itself appears as a goal, while other packaging such as a Big Mac boxes will appear as objects the player can move the ball around to help them score goals. Players can share their results on social media, while McDonald’s is keeping a running tally of each country’s overall performance.

 
Steve Easterbrook, Senior Executive Vice President and Global Chief Brand Officer of McDonald’s, said: “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.”

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