To provide a new way for communicating sustainability, McDonald launches a new augmented reality app called ‘McMission’. It is a playful approach of McDonald’s Germany to educate its buyers and mobile users about the commitment of the company to sustainability. This augmented reality app was published almost at the same time when the company published its third Corporate Responsibility Report. This app by McDonald’s is available on the iTunes App Store and on Google Play for download. It features four interactive mini-games through which visitors can learn about the various societal and environmental initiatives that McDonald’s and its franchisees participate in.
Philipp Wachholz, the Director of Corporate Affairs of McDonald’s Germany said, “With McMission we want to bring our guests closer though playful central aspects of sustainability.” He adds, “We have chosen Augmented Reality as a technology because it brings together the real restaurant experience with fascinating virtual animation.”
The four ‘missions’ of this augmented reality app not only educate visitors about McDonald’s involvement in various societal and environmental initiatives, but also encourage the users to interact with this AR app. You can learn about the renewable energy in ‘Eco-Spinning’ by experiencing features like ‘Recycling Crash Course’, ‘Origin Puzzle’ and ‘Waste-dunking’. In short, this augmented reality app allows you to learn more about proper waste disposal. At the end of each mission, this interactive augmented reality app features a mini-quiz dealing with the information already presented to the users.
To launch the augmented reality games, you need to scan things like a box of McDonald’s French Fries or even the images available in the Sustainability Report. The later is available only at certain locations. Since this mobile app integrates social media, users can share their game achievements on social networking sites like Twitter, Facebook and Google Plus.
This augmented reality app was developed by Metaio in conjunction with LessingvonKlenze, a communications agency as well as in cooperation with Heye, a creative digital agency. All of these are based Munich.