McDonald’s is shifting to use its app to engage consumers, not just promote the brand.

McDonald’s is shifting to use its app to engage consumers, not just promote the brand. No longer an extra place to plug advertisements, the app will be a place for “digital experiences,” like turning Happy Meal boxes into VR goggles, or the recent roll-out of BeatQuiz!, an augmented reality trivia game. The integration in Sweden will engage users with quick quizzes based on the music playing in-store “to bring the McDonald’s restaurant environment to life.” (Adweek, MediaPost)