McDonald's Overhauls Packaging For FIFA World Cup Digital Push

McDonald's "is revamping its fry packaging on a global scale for the first time as part of a large-scale marketing push for the upcoming 2014 FIFA World Cup," according to Lauren Johnson of AD WEEK. The boxes "have a big digital component as the brand wants to appeal to more millennials." The new packaging will wrap medium and large orders of fries in football-themed designs "while syncing with an iPhone and Android app called Gol, which unlocks exclusive content." Augmented reality technology "built into the app lets diners match up the back of the fry boxes with a smartphone's built-in camera feature that triggers an interactive overlay to jump off of the packaging." The brand's Gol app will be available on Monday and the initiative "will be supported by a media campaign including a microsite, point-of-sale and social media components" (AD WEEK, 5/20).