McDonald's adds augmented reality to fry boxes for World Cup

As part of its World Cup sponsorship, McDonald's is making its first global fry-box change, with 12 new designs that also serve as an augmented-reality soccer field. Using the new McDonalds Gol! application, customers can scan the box and play a series of soccer games with the fry-box goal. "This is the first time in brand history we're changing the packaging design of one of our customers' most favorite menu items on a global scale," said Steve Easterbrook, global chief brand officer.

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