This is one of the kids promotions that is causing major buzz today, not only in France, but throughout Europe. A lot of consumers wish they could get their hands on them. This is the line of toys you get with the happy meal, version Augmented Reality for Star Wars.
Then, you can tear off a card from the actual happy meal box (I guess they came in handy this time) which can be directly used on the Star Wars/Happy Meal Website.
Basically the card reads: “Get the card, find a computer or laptop with a webcam and let the force be with you!” The process is quite simple and while kids are using it quite a bit, the program is also getting a lot of attention from teens and even from adults, yes, from adults!
And once you master to get it to work (this adult was not able to get it to work on the first try), you get to interact at a completely different level. Here is a promotional ad that McDs ran to promote the program.
The game has several phases. The first portion of the game deals with the test flight of Obi-Wan Kenobi’s Delta 7 jet and the second phase deals with an actual fight against the evil Slave1 spaceship.
With augmented reality becoming more and more popular, it will remain to be seen if other brands will follow this trend. This is brand exposure at its maximum. It generates buzz, it is all over the blogs and consumers continue to feed on the frenzy. Brilliant marketing? McD’s is NOT doing the blogging or generating the buzz - they allow consumers and clients to do it - they simply provide the reason to do it. Brilliant in my opinion. Let others do the work for you. Wow.
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