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GroundFX Interactive: McDonalds UK
Gesture Control Interactive Advertising Display
Gesture Control Interactive Advertising Display

Digital Moves - Posted by Dale Buss BrandChannel.com on December 6, 2012 03:18 PM

McDonald's UK Tests Interactive Happy Meal Digital Play Zones

McDonald's U.K. seems relentless in its efforts to appeal to kids and their parents.Lately, the chain's initiatives in that direction have included a healthier revamping of its Happy Meal for the London 2012 Summer Olympics and the rolling out of a carbonated juice drink for kids. Now, McDonald's in the British Isles is experimenting with interactive gesture-recognition technology to select stores (with high traffic from families) for a Happy Meal Digital Play zone.

The interactive installation combines a Wii-like experience with digital signage. Kids trigger games featuring McDonald's characters and other beloved characters (such as Bugs Bunny and Tweety Bird) to play games and get moving.

"The restaurant re-imaging program, and the testing of new design and technology innovations, is all about creating an eating-out experience that is fun, entertaining and a treat for every member," a McDonald's spokesperson told Installation-International.com.

The play zone presents kids with a series of unique, movement-activated, interactive floor media games, linked to each Happy Meal promotion. The gesture-control technology, supplied by Paradigm AV, is now installed in about 150 restaurants.

The technology has been in development for two years, including testing ceiling-mounted projectors to create content projected onto the floor. Gesture tracking is based on overhead cameras and infrared emitters that project onto the tiled floor, "creating an immersive environment in which the clientele can engage."

As outlined by its integrated marketing agency partner, The Marketing Store:

The challenge: To enhance the Happy Meal experience, and to increase kids’ interaction with their favourite Happy Meal characters in a fun, innovative and surprising way, without encroaching on valuable restaurant space.

The inspiration: To fuel kids' imaginations and extend the in-store experience through fun play, giving kids a dynamic way to interact with their favourite stories and characters.

The results: 92% of five to nine year olds who tried the zone said they enjoyed playing on the interactive floor media, 78% of parents liked the digital play area, and 87% of five to nine year olds said they want to visit that McDonald's more often.

It's not the only McDonald's region looking to bring the Happy Meal experience to life via digital. McDonald's Egypt is testing a new augmented-reality game in Egypt called Happy Apples.

Gesture Control Interactive Advertising Display



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GestureTek technologies have international patent protection. U.S. patents include: 5,534,917 (Video Gesture Control Motion Detection);
7,058,204 (Multiple Camera Control System, Point to Control Base Patent); 7,421,093 (Multiple Camera Tracking System for Interfacing With an Application);
7,227,526 (Stereo Camera Control, 3D-Vision Image Control System); 7,379,563 (Two Handed Movement Tracker Tracking Bi-Manual Movements);
7,379,566 (Optical Flow-Based Tilt Sensor For Phone Tilt Control); 7,389,591 (Phone Tilt for Typing & Menus/Orientation-Sensitive Signal Output);
7,430,312 (Five Camera 3D Face Capture).

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