McDonalds is the first brand to integrate Qualcomms Smart Terrain technology, part of the 3.0 update to its Vuforia SDK, in a campaign, with an AR (Augmented Reality) app tying into its World Cup sponsorship.

Smart Terrain improves the platforms ability to recognise the users environment and makes it possible for virtual objects to navigate and collide with the physical world.

The McDonald’s GOL! app, launching on 26 May, will enable customers to interact with World Cup-themed packaging to play a simple football game, transforming its cartons into a virtual football pitch.

“Our digital vision at McDonalds is to bring an entirely new level of everyday convenience and fun to the world, and our Augmented Reality app is just one example of how we are bringing fun to our customers lives,” said McDonalds chief digital officer Atif Rafiq. “We are very excited about the numerous opportunities in front of us to bring even more innovative digital experiences to our customers in ways only McDonalds can do.”