McDONALD'S | FIFA World Cup

For the FIFA World Cup 2014, McDonalds decided to do something they had never done before—change the iconic red packaging of the worlds most famous fries! Partnering with the Marketing Store, DDB helped to craft and create 12 new packaging designs from 12 different artists from around the world, each interpreting the passion they had for the biggest football (soccer) tournament in the world.

McDonald's GOL! is an augmented reality app that is triggered from any of the 12 limited edition FIFA World Cup fry boxes. To play the full game, app users must purchase fries to get a WC fry box. Upon scanning a box, players are immersed into a soccer trick shot game in which they shoot, bounce, flick and kick their way to glory.

The game includes Qualcomm's Vuforia technology that allows game players to bounce a digital soccer ball off real world items—meaning every player in the world can experience an entirely unique game. McDonalds GOL is the first time this technology has ever been commercially used.

Over the campaign time period McDonalds GOL will be available to play from 1.5 Billion fry boxes in almost 120 countries. It is the largest AR experience ever created. The game also gives players the chance to win and share badges, share their best goals via social networks, keep up with the latest news from the FIFA World Cup and show their skills for their own country.

With McDonalds GOL, for the first time ever, you don't need to be a star at the World Cup to play at the World Cup. The app allows everyone to show their skills and help their country win the trick shot title. To promote the app we extended the idea of every day people having amazing skills and created a long form online film. The video will also be running as a :60 TV commercial in limited MCD markets.

Other media were used to promote the app. A series of 13 posters were created to alert in-restaurant customers to buy fries, download the app and play for glory! 12 of the posters celebrate the limited edition pack designs, while the 13th gives consumers a special hidden experience—allowing them to snap a picture of themselves standing next to the legendary FIFA World Cup.

The campaign was promoted in over 70 McDonalds markets around the world.

We created simple short social cut downs of each of our soccer trick shot heroes to be shared throughout the World Cup.

Campaign Case Study

Here are the French Fries World Cup posters we created with the commissioned art work from the selected artists. As you can see such a wonderfully diverse range of styles and influences and vision for what each felt captured and represented the FIFA Soccer World Cup.