McDonald's has become the latest brand to dip its toes into the virtual reality waters, with the fast-food giant rolling out a trial in Sweden, which sees its iconic Happy Meal box transform into a VR headset.
The brand has dubbed its creation Happy Goggles, with McDonald's launching the trial alongside a ski-themed VR game, "Slope Stars."
The trial was created for the Swedish holiday "Sportlov", during which many families go skiing. McDonald's will release 3,500 of the headsets in 14 restaurants in Sweden over the weekends of March 5 and March 12.
The strategy for the trial was developed by DDB Stockholm, along with the design and packaging, and North Kingdom Stockholm was responsible for the game.
This is the first time the fast-food giant has run a promotion like this globally, however Jeff Jackett, marketing director for McDonald's Sweden, told AdWeek that if the promotion is successful it could be extended further.
Locally brands such as Tourism Australia and Budget Direct have experimented with VR, with both receiving positive results from their campaigns.
In the two weeks since going live, Tourism Australia’s virtual reality campaign has clocked up 750,000 views on Facebook and reached 4.5m people.
Watch how the McDonald's headset is created below:
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