McDonald’s Sweden has launched a unique initiative in partnership with child psychologists Karl Eder and Fadi Lahdo that sees the Happy Meal box transformed into a virtual reality headset. The innovative project is a great example of dual-purpose packaging, which is a hit with consumers as they grow more concerned over their environmental footprints.
The 'Happy Goggles' VR headset is compatible with a smartphone app and connects with a 360-degree VR skiing game called 'Slope Stars' that is sponsored by the Swedish National Ski Team. The initiative helps make VR technology more accessible to the average consumer.
The 'Happy Goggles' VR headset version of the Happy Meal packaging will be available with purchase at select McDonald's Sweden locations between March 5 and 12th.
Kids Meal VR Packaging
McDonald’s Sweden Creates a Happy Meal Box VR Headset
Trend Themes
1. Dual-purpose Packaging - The use of packaging that serves multiple functions provides opportunities for brands to enhance customer experience and reduce waste.
2. Virtual Reality for Everyday Use - The integration of virtual reality technology into everyday objects, such as fast food packaging, opens up new possibilities for immersive experiences and interactive marketing.
3. Accessible Virtual Reality - Efforts to make virtual reality more widely accessible, such as through affordable VR headsets bundled with products, can help democratize the technology and reach new audiences.
Industry Implications
1. Packaging - Packaging companies can explore the development of innovative packaging solutions that offer multiple functionalities and enhanced consumer experiences.
2. Fast Food - Fast food chains can capitalize on the growing interest in virtual reality by incorporating VR technology into their marketing campaigns and packaging, creating unique dining experiences for customers.
3. Virtual Reality Gaming - The collaboration between McDonald's and the Swedish National Ski Team highlights the potential for partnerships between virtual reality gaming developers and brands, presenting opportunities for immersive product promotions and brand sponsorships.