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A corporate responsibility campaign aimed at guests was the challenge for McDonald’s Germany in 2013. The goal: to make the company’s social and environmental engagement feasible for the public. The result: an innovative AR-App based on infotainment. The games in McMission are composed of an information part, an AR sequence and a quiz. Predefined triggers at McDonald’s restaurants function as starting point. Users can then interact with 3D graphics embedded in their real environment, and learn more about sustainable energy and produce sourcing, recycling and anti-littering. Interface and graphics are based on a paper-art, low-polygon optic.
McDonald's Deutschland Inc.
Zweigniederlassung München
München, Germany
LessingvonKlenze
Kommunikationsberatung GmbH
München, Germany
Claudia Becker (Projektleitung), Irene Blanco (Projektkoordination)
Heye GmbH
München, Germany
Tobias Eichinger (CD Art), Gunnar Immisch (CD Text), Kevin Thoma (Art Direction), Benjamin Lüttgen (Text), Sascha Arnautovic (Digital Direction)
