McDonald?s Germany has created an augmented reality application that educates consumers about the company?s commitment to sustainability through interactive games.

The app launch coincided with the release of McDonald?s third Corporate Responsibility Report and is meant to inform consumers of the company?s societal and environmental initiatives. The new app is called McMission and contains four interactive mini-games that use augmented reality technology to mesh the in-store experience with virtual information.

?McMission aims to communicate key sustainability issues to our guests in a playful, appealing manner,? said Nicolas von Sobbe, senior department head of corporate affairs at McDonald?s Germany, Munich.

?We opted for augmented reality because this technology cleverly unites real-world restaurant experiences with virtual animation,? he said.

?McMission is first of all part of our 360-degree corporate responsibility communication tools, including the report itself, a restaurant leaflet/map and the app.?

McMissions
The app contains four missions that revolve around sustainability.

The 'Eco-spinning' section teaches consumers about renewable energy, and 'Waste-dunking' focuses on proper waste disposal. The other two games are 'Origin Puzzle' and 'Recycling Crash Course.'

At the end of every mission, consumers take a mini-quiz on the information that was presented in the game.

To launch the games, consumers must scan items in McDonald?s restaurants such as a box of French Fries. They can also scan images in the Sustainability Report, which is available at certain locations.

Consumers also have the ability to share their game achievements via Facebook, Twitter and Google Plus.

McDonald?s worked with Metaio, LessingvonKlenze and Heye to roll out this app.

According to Trak Lord, marketing and media relations manager at Metaio, the augmented reality features in the app are what bring the games to life.

"It's the little things, the subtle interactive elements that makes the app unique," he said. "In one of the mini-games, players can blow into the mic of their device to get a wind turbine going. In other games, players complete puzzles or toss trash into a trash can.

"These are playful and engaging ways to educate McDonald's audience on a topic that otherwise maybe remains in an unread brochure, but the incentive to interact and engage is powerful and significant to spreading McDonald's message."

Mobile burgers
McDonald?s has put a lot of effort into mobile initiatives.

For example, the QSR recently rolled out an ad campaign with Kiip that rewards consumers for playing their favorite games (see story).

McDonald?s has also experimented with Instagram and ran a campaign to propel its relationship with consumers on the social platform (see story).

Most recently, McDonald?s began testing near-field communications technology as a way to drive mobile engagements inside one of its restaurants (see story).

"I think mobile is important to any brand because it allows the brand to engage with their audience and customers nearly anywhere," Mr. Lord said. 

"McDonald's has numerous marketing strategies at its disposal, but this experience is really about the visitor to the physical location, which makes mobile the most compelling choice for enhancing their corporate messaging."

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York