As part of the company’s commitment to being a family-friendly restaurant, McDonald’s has introduced elements of digital play into more than 150 of its key restaurants, using gesture-control technology supplied by Paradigm AV. The AV is designed to enhance the McDonald's Happy Meal experience, and to increase kids’ interaction with their favourite Happy Meal characters.
Tasked with delivering this in restaurants with high family footfall, integrated marketing agency, The Marketing Store, contacted Paradigm AV.
Paradigm supplied gesture-controlled technology to create and develop the Happy Meal Digital Play concept – a series of movement-activated, interactive floor media games, linked to each Happy Meal promotion.
Paradigm first began working with McDonald’s UK in 2010, trialling ceiling mounted projectors to create this digital floor play, with the content, projected onto the floor — purpose-designed to the promotions by The Marketing Store.
Paradigm AV sales director, Mick Perrone said: “This solution is low maintenance and remotely managed. It can be reprogrammed offline, so that new campaigns can be uploaded as they come along — and the system automatically powers up and switches off in accordance with trading hours.”
The gesture-controlled principle is based on overhead tracking cameras and infra-red emitters, projecting straight onto the tiled floor, creating an immersive environment with which the clientele can engage. The software consists of a standard library of scenes along with the custom effects created by The Marketing Store.