McDonald’s Sweden is launching a promotion that invites kids to turn Happy Meal boxes into virtual-reality viewers. Dubbed Happy Goggles, some 3,500 of them will be made available at 14 restaurants over the weekends of March 5 and March 12. The price is about $4.10.
The push is tied to the Swedish “Sportlov” recreational holiday, during which many families go skiing. With this in mind, McD’s created a ski-themed VR game, “Slope Stars,” for use with the goggles (though they work just as well with any mobile VR experience). The game can also be played in a less immersive fashion without them.
To turn the iconic red boxes into Happy Goggles, just tear along some perforated lines and fold, inserting the VR lenses (included) and a smartphone (bring your own).
It’s kind of like Google Cardboard—with fries.
DDB Stockholm developed the strategy, design and packaging, while North Kingdom Stockholm created the game; Prime is handling publicity.
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