A Very Happy, Happy Meal

McDonald's has teamed with Sony on the worldwide release of the new Smurf movie – and is taking in-store promotion up a notch from the traditional plastic toy or animal in each Happy Meal. This time, McDonalds is enlisting the help of AR and mobile check-in technology to enhance the movie experience at restaurants and also catch the attention of the little ones dining at many of its 32,000 locations worldwide. 

According to Mobile Commerce Daily, McDonald's restaurants in Latin America are creating animated AR imagery for in-store menus and Happy Meal boxes to help transport diners to the Smurf's village with Papa Smurf and the other characters. In Europe, customers will also be able to check-in on the McDonald's mobile app to unlock Smurf characters. 

Similar to the new Pizza Hut AR iPhone capabilities we reported on earlier this week, this Smurf campaign is just another example of recognized food service brands looking outside traditional signage and promotions and to new technology – not only to increase customer engagement while in restaurants, but also on mobile devices.