McDonald’s India recently launched their Oreo McFlurry sundae nationwide with a stunning Augmented Reality campaign based on junaio. Pointing the smartphone’s camera at a picture of the tasty dessert let the McFlurry cup suddenly swirl and bounce, with chocolate tablets flying up and exploding chocolate chips all over the creamy surface.
It was the first ad campaign of this kind in India. The especially interesting thing about it is that it is so comprehensive with different media coming together in a way that virtually everybody could enjoy the AR display, with or without smartphones.
The campaign consists of several different components:
- Smartphone users can experience it of course in junaio on iPhone and Android. A QR code on ads and posters helps to quickly download junaio for those who haven’t got it installed yet.
- The picture of the product in McFlurry ads in newspapers and magazines serves as marker for smartphones or tablets.
- The effect also works on PCs using the PC camera. Go to www.imlovingit.in and hold the picture against the webcam – bingo!
- Similarly in the McDonald’s stores, large free standing cardboard posters invite customers to experience the AR display with their smartphones.
- There people can take a picture of themselves with the virtual McFlurry and post it Facebook.
- And for those who don’t own a smartphone, there are McDonald’s stores with dedicated PC kiosks containing a high end graphic PC, large screen and webcam. When people have finished their meal they can take their printed tray mat to the PC kiosk, hold it up in front of the camera, and see the animated, virtual McFlurry cup appearing over the tray mat.
I am sure nobody in India will miss this campaign. One wonders what people enjoy more, the tasty dessert or the AR experience. I bet it is both together.