McDonald's will change the look of its French fry packaging globally Monday to celebrate the upcoming FIFA World Cup in Brazil, in the first-ever redesign of the iconic red boxes.
Additionally, the new fry boxes will be the key to unlocking an augmented reality app, "McDonald's GOL!," which will feature a virtual trick-shot challenge.
"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, and what better reason than to share in the excitement of one of the most prestigious sporting events in the world?" says Steve Easterbrook, senior executive vice president and global chief brand officer, McDonald's. "This is about bringing fun, innovative programming to our customers and celebrating our shared love of futbol.”
The re-designed boxes will feature an exclusive collection of original street art from 12 artists from around the world.
Customers can download the app (developed by Qualcomm Connected Experiences and Trigger) and begin to play as soon as they have their specially designed fry box in-hand.
"McDonald's GOL!" will be available for Android and iOS platforms beginning Monday.