McDonald’s has been experimenting with virtual reality a lot lately. First, it introduced Happy Meal Boxes that could be transformed into virtual reality viewers in Sweden; then it introduced a unique demo at SXSW earlier in the year, where users could climb into a giant Happy Meal box and paint to their hearts’ content; and it most recently paired with Rovio and Sony to introduce an AR game experience tying in with The Angry Birds Movie using BirdCodes.
It turns out that the Angry Birds promotion was such a hit that it’s back with another one. McDonald’s has released a new video featuring the feathery stars from the film roaming around one of the company’s restaurants, with pigs dancing in the aisles and Yellow Bird checking in on a family that’s dining in. The minute-long 360-video is ideal for virtual reality headsets like Google Cardboard or the Samsung Gear VR, but can also be viewed on desktop browsers.
The chain worked closely with Rovio to make sure the assets matched those from the film, and to ensure that interactions with the actors felt natural. It’s a process that turned out fantastically.
The video has done very well over the past week, garnering more than 4.5 million views. More importantly, it opens up potential new possibilities for McDonald’s advertising, as it continues to experiment with virtual reality content.
Future promotions could benefit from the introduction of VR-related videos, and it could also mean a push for those Happy Meal VR boxes to make their way to markets outside of Sweden. For the time being, everything is coming up Angry Birds for the chain, between the BirdCodes and other promotions.