Wednesday, May 9th, 2012 - McDonald's Australia
The heart of Perth will be transformed into an exciting virtual reality arena on Saturday 12 May 2012.

The scene will be set in Forrest Place where people will have the rare chance to compete in a virtual world to support the launch of McDonald’s new Loose Change Menu, to win some exciting prizes including four cash rewards.

Lifelike 3D representations of favourite McDonald's characters including Ronald McDonald and Hamburglar will appear on a large screen and people will have the chance to interact with these personalities as reality and virtual reality meet.

The competition uses four fun and engaging virtual scenarios generated by a complex augmented reality technology system that enables people to interact with characters as if they were really there.

One of the scenarios involves participants competing with a character from McDonald's new Loose Change TVC, and another includes a search for loose change behind the back of Ronald McDonald’s sofa.

Rob Holmes, WA Marketing Manager, McDonald's Australia says each competition scenario has been engineered to intrinsically link to the Loose Change Menu and the newly launched above-the-line campaign.

"McDonald's is delighted to be the first to use this kind of technology in the context of a competition; it's playful, exciting and something very different. The idea for these activations came from seeking an engaging, really different way to connect with the public through a competition that is involving and entertaining, to support our new Loose Change Menu," Mr Holmes says.

In partnership with Nova, and on ground staff, the activities across Australia drive awareness of the competition. Footage from the activations will also be used by McDonald's as social media content, with posts on Facebook and the McDonald's YouTube channel.


McDonald's Loose Change Challenge – consumer competition using augmented reality technology


Forrest Place, Perth


12pm to 3pm, Saturday 12 May 2012

Notes to Editor:-

*This use of augmented reality is a conceptual first as it allows the audience to interact with a talking character that reacts to their behaviour. It is the first augmented reality experience at which the interactivity is the basis of a competition.

Previous activations:

Sydney – First Fleet Park – 23rd April 12pm to 3pm

Brisbane – King George Square – 26th April 12pm to 3pm

Melbourne – Federation Square – 3rd May 12pm to 3pm

Adelaide – Rundle Mall – 5th May 12pm to 3pm

About the technology:

The scenarios are pre-recorded with a number of pre-determined and expected actions so that when participants are playing the game, the scenes on screen in front of them respond according to their reactions.


Agency: OMD Fuse Sydney

Content Production: ON Productions -

Experiential/Events support: APR

Contact Profile

Simone Warden

P: (08) 9388 0944
M: 0451 637 897


Forrest Place in Perth's CBD will come alive with virtual McDonald's characters this Saturday.



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