Every food tray in McDonald's will include an advent calendar, which comes to life with games, camera filters and instant win opportunities with the use of augmented reality app Blippar.
Customers simply download the app, hold their phone over the tray mat and watch a new advent calendar door come to life each day. There will be thousands of £10 Amazon gift vouchers going up for grabs via the app.
This is part of the McDonald’s Christmas campaign, which focuses on good times and celebrates the role of the restaurant chain during the festive period.
The campaign launches today (21 November) with the premiere of "Juliette the Doll" – a 90-second film, which focuses on a vintage wooden doll who comes to life after being left on the shelf for another year.
Emily Somers, vice president of food and marketing at McDonald’s UK, said: "December is an incredibly busy time for everyone and millions of customers will visit us in the next month so we wanted to take this opportunity to thank them for their continued support and custom by bringing festive good times to thousands of people this Christmas. The tray mat is our first step into augmented reality and we’re excited to see our customers using it."
Simon Hewitt, board account director, Leo Burnett, which created the campaign, said: "We wanted to create something that could bring an extra bit of festive fun to every single McDonald’s customer and what better way to do that than by celebrating one of the great Christmas traditions – the advent calendar.
"So with the help of Blippar’s technology, we have changed every tray mat into an easy to interact with, immersive experience that we hope will create a whole raft of new good times this Christmas."
Earlier this year, McDonald's launched its Monopoly Prize Choice game, in partnership with Hasbro and agency The Marketing Store.
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