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.