The Best of Both Worlds

The world of marketing and advertisement is ever-evolving, to the point where it embraces all advances in technology and immersing it into practice. Undeniably, it can work wonders and improve the brand’s current standpoint. However, it varies on the kind of trends companies use and their target audience. For instance, the use of virtual reality by McDonald’s.

The ever-famous fast-food chain’s location in Sweden released “Happy Goggles” in 2016. It is where children can fold their happy meal boxes and turn them into virtual reality viewers where they can insert their mobile phones. They had also developed a ski game specifically for it — which aims to help kids on their alertness by dodging obstacles. What is intriguing about this brand is their sudden modernized approach to toys, which is unusual from their traditional method.

Since the late 1970s, McDonald’s has been famous for its happy meal boxes which included small but physical toys, which kids can stimulate and play. It is also part of their marketing strategies to distribute them in time for recently released kids’ movies. Most especially, it is not just the enjoyment from a toy that kids get, it is also the excitement of completing every piece of it, as McDonald’s always makes available toys as collectibles.

Meanwhile, the use of virtual reality is indeed advantageous. It immerses the customer to whatever is seen in it — increasing user experience by enhancing sensory perception as if the client is really there. However, if used by McDonald’s, I do not think this trend will be here to stay. The primary audience of McDonald’s are children — and the use of VR during this age is unhealthy. Too much exposure and too frequent use of these could hamper a kid’s balance and even trigger problems in eyesight. It is a good experience for children, but if left unsupervised, the good and happy intention of the brand will lead to the opposite.