McDonald's taps AR to let Australian mobile users trace their food

01/20/2013 | Marketing Mag (Australia)

Australian mobile users will have the option of using their devices to scan special packaging on McDonald's items to trace the origin of their meal. The TrackMyMacca application uses augmented reality and will work on packaging for selected products through June. "As a business we’re incredibly proud that over 90% of our food and packaging needs are met right here in Australia. This app is another way for us to share this with our customers, putting them in the driving seat and allowing them to see for themselves where our food comes from and what happens on its way to their plate," said McDonald’s Australia’s chief marketing officer, Mark Lollback.

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Marketing Mag (Australia)

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