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)
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