At McDonald’s Sweden, the Happy Meal Boxes Turn Into Virtual Reality Headsets
In Sweden, there’s a new bonus to ordering a McDonald’s Happy Meal, though it has nothing to do with nutrition. Over the weekends of March 5 and 12, McDonald’s will introduce “Happy Goggles” across 14 locations.
The goggles, virtual reality headsets that require the use of a smartphone, can be made by tearing along the perforated edges of a Happy Meal box and inserting virtual reality lenses, which are included. The Sweden-specific launch is tied to a Nordic recreational holiday called Sportlov, during which many families go skiing.
A special mobile game from McDonald’s called Slope Stars is meant to be played inside the headset, though it can also be played without the goggles.
A move toward more virtual reality gaming provides “a really exciting opportunity to connect families in digital times,” Jeff Jackett, marketing director of McDonald’s Sweden, told AdWeek. “Parents can learn more about their children's knowledge and experience of the digital world. And purposeful gaming can also be a great joint activity that helps families interact on equal terms.”
The goggles are McDonald’s first trial run for virtual reality gaming, and could be expanded to more countries if the program does well.