Introduction to McDonald’s AR Experience
McDonald’s Canada is launching a web-based augmented reality (AR) experience that permits mobile users to interact with a virtual yellow McDelivery door. The experience, available on the McDonald’s mobile website from October 29-31, may be accessed by "knocking" on the door, just like trick-or-treating. Upon opening the door, users enter a virtual world where they will explore and find an exclusive McDelivery offer.
The #BringHalloweenHome Campaign
The #BringHalloweenHome campaign goals to interact mobile users with a branded AR experience, encouraging them to order food for delivery while staying secure at home in the course of the pandemic. The campaign provides an incentive for users to explore the virtual world, with an exclusive offer on McDelivery service, which allows for contactless ordering and social distancing. With the rise of social media, McDonald’s can extend the campaign’s reach as users share their experiences and selfies from the AR activation.
The Importance of Mobile Ordering and Delivery
The pandemic has disrupted traditional dining habits, making mobile ordering and delivery services more significant for McDonald’s worldwide. The chain’s strategy for the second half of the 12 months focuses on "the three Ds: drive-thru, delivery, and digital." Before the pandemic, delivery service had driven global same-store sales growth, and in the course of the pandemic, it has helped offset among the decline in sales. In several markets, McDonald’s has generated as much as 10% of sales from delivery service.
Challenges and Opportunities
While delivery service has helped drive sales, it has also presented challenges, akin to increased costs. Chipotle, for instance, has reported that delivery is driving sales but hurting profits on account of related costs. Despite these challenges, McDonald’s is investing in marketing efforts, including promotions like #BringHalloweenHome, to spice up sales and engagement.
The Rise of AR Technology
The pandemic has driven the adoption of AR technology as consumers engage with digital content more continuously and seek unique, immersive experiences. Brands like Amazon and Party City are also developing AR content to interact mobile users. McDonald’s #BringHalloweenHome campaign is an indication of the growing importance of AR technology in marketing and consumer engagement.
Conclusion
McDonald’s Canada’s #BringHalloweenHome campaign is a creative and fascinating technique to have a good time Halloween in the course of the pandemic. By leveraging AR technology, McDonald’s is providing a singular experience for mobile users, encouraging them to order food for delivery, and promoting social distancing. As the pandemic continues to shape consumer behavior, it’s likely that we’ll see more brands investing in AR technology and revolutionary marketing campaigns like #BringHalloweenHome.
