DDB Chicago used AR and innovative packaging to promote McDonald’s sponsorship of FIFA World Cup

Ads, Creativity

DDB Chicago and The Marketing Store worked together to create 12 new packaging designs for McDonald’s fries, each representing a different artist’s passion for the world’s biggest soccer tournament. This came after, as part of the multi-million dollar global sponsorship of the FIFA World Cup, McDonald’s decided to change the iconic red packaging of the world’s most famous fries.

Not limiting to just changing the packaging, DDB Chicago decided to use it as a mechanism to launch McDonald’s customers into a ground breaking, never-seen-before app experience called McDonald’s GOL!, which can be downloaded for free from . The app is downloadable from gol.mcd.com.

mcdo 1

McDonald’s GOL! is an augmented reality (AR) app triggered from any of the 12 limited-edition FIFA World Cup fry boxes. To play the full game, app users must purchase fries to get a FIFA World Cup fry box. After scanning a box, players are immersed into a soccer trick shot game in which they shoot, bounce, flick and kick their way to glory.

The game includes Qualcomm Vuforia AR technology, which allows game players to bounce a digital soccer ball off real world items – meaning every player in the world can experience an entirely unique game. McDonald’s GOL! is the first time this technology has ever been commercially used.

In order to promote the app, DDB Chicago extended the idea of everyday people having amazing skills and created a long form online film.

The game also gives players the chance to win and share badges, share their best goals via social networks, keep up with the latest news from the FIFA World Cup and show their skills for their own country.


Agency: DDB Chicago

Chief Creative Officer: John Maxham

Executive Creative Director, DDB Chicago: Tony Malcolm

Executive Creative Director, Europe & APMEA: Richard Russell

SVP Creative Director, Art Director: Alex Braxton

SVP Creative Director, Copywriter: Alistair Robertson

VP Creative Director, Copywriter: Geoff McCartney

Associate Creative Director, Art Director: Warren Frost

Executive Director of Integrated Production: Diane Jackson

VP Executive Producer: Jon Ellis

Production Manager: Kelly Lenthe

SVP Global Group Account Director: Tom Browning

Account Executive: John Somerville