This is designed to "enhance the Happy Meal experience, and to increase kids' interaction with their favourite Happy Meal characters".
Tasked with delivering this solution in restaurants with high family footfall, integrated marketing agency, The Marketing Store, contacted Bedford-based Paradigm AV.
And by using the company's advance gesture-controlled technology they were able to create and develop the Happy Meal Digital Play concept - a series of movement-activated, interactive floor media games, linked to each Happy Meal promotion.
Paradigm first began working with McDonald's UK in 2010, trialling ceiling mounted projectors to create this digital floor play, with the content, projected onto the floor - purpose-designed to the promotions by The Marketing Store.
Said Paradigm AV sales director, Mick Perrone, "The beauty of this solution is that it is low maintenance and remotely managed. It can be reprogrammed offline, so that new campaigns can be uploaded as they come along - and the system automatically powers up and switches off in accordance with trading hours."
The gesture-controlled principle is based on overhead tracking cameras and infra-red emitters, projecting straight onto the tiled floor, creating an immersive environment with which the clientele can engage. The software consists of a standard library of scenes along with the custom effects created by The Marketing Store.
Summing up, a spokesperson for McDonald's UK said, "The restaurant re-imaging programme, and the testing of new design and technology innovations, is all about creating an eating-out experience that is fun, entertaining and a treat for every member of the family."
(Jim Evans)
