At this year's South by Southwest, McDonald's worked with Groove Jones to reveal "the future of fun" with an immersive VR art experience.
Fans are being invited to try an experience built for the HTC Vive, which has them feel as though they've been shrunken down to a size small enough to fit into a Happy Meal box. Inside the all-white Happy Meal box, people are invited to color the interior with virtual reality paint. The experience is reminiscent of a similar virtual reality stunt from Jim Beam, which took fans inside a whiskey bottle, effectively connecting them with products on a deeper level from a new perspective.
Weeks earlier, McDonald's Sweden experimented with the distribution of Happy Meal boxes that could be transformed into virtual reality viewers.
VR Painting Experiences
McDonald's Helps Fans Unleash Their Inner Artist with VR Art at SXSW
Trend Themes
1. Virtual Reality Experiences - As virtual reality continues to gain popularity, there is potential for companies to create immersive experiences that allow customers to interact with their products in unique and creative ways.
2. Branded VR Campaigns - Brands can leverage virtual reality technology to create engaging campaigns that allow consumers to experience their products in a memorable and impactful way.
3. VR Marketing Strategies - As more companies explore the use of virtual reality in their marketing efforts, there is an opportunity to develop novel strategies that enhance brand awareness and drive consumer engagement.
Industry Implications
1. Fast Food Restaurants - Fast food chains like McDonald's can utilize virtual reality technology to create unique and memorable experiences for their customers that increase brand loyalty and engagement.
2. Alcohol Industry - Alcohol brands can use virtual reality campaigns like Jim Beam's whiskey bottle experience to help customers better understand and connect with their products, potentially leading to increased sales and loyalty.
3. Advertising and Marketing - As virtual reality becomes more ubiquitous, advertising and marketing firms can explore new ways to utilize the technology to enhance campaigns and create impactful experiences for consumers.