McDonalds Brings Christmas Campaign to Life with AR

McDonalds Juliette Doll ChristmasMcDonald’s has launched an AR campaign with Blippar as part of its UK Christmas campaign.

The fast food restaurant’s tray inserts will trigger content in the Blippar app – either a virtual advent calendar or a sleigh-riding game – which will offer customers the chance to win £10 Amazon gift cards will be up for grabs for customers using an augmented reality tray mat.

It’s part of a wider eight-week multichannel Christmas campaign, which encompasses outdoor, digital and in-store packaging, as well as the 90-second film at the campaign’s heart.

Created by Leo Burnett, the film focuses on a wooden doll called Juliette who comes to life and, naturally, pops into her nearest Maccy D’s.

McDonald’s isn’t a brand most would associate with Christmas, and it certainly doesn’t have the same legacy of Christmas ads as the likes of John Lewis and Coca-Cola, but it’s hoping to turn that around with this campaign, which is its “biggest ever,” according to McDonalds UK VP food & marketing Emily Somers.