McDonald's has come up with a great use for Happy Meal boxes -- in a promotion initially launching in Sweden, it's turning them into Virtual Reality headsets.
The "Happy Goggles," which will be available at restaurants in Sweden over the next two weekends, can be created by following instructions on the box that make them into a Google Cardboard viewer. Customers can then take part in a 360 degree ski-themed game called Slope Stars, developed by McDonald's for Virtual Reality at a time of year when many Swedes take ski breaks. Its aim is to help kids understand the need to be alert on the slopes and avoid obstacles, including other skiers, and it has been officially endorsed by the Swedish alpine ski team.
The campaign has been designed to celebrate the 30th anniversary of the Happy Meal in Sweden, but McDonald's is also describing the project as a "test," hinting that it could be rolled out in other markets.
As the game is aimed at kids, McDonald's Sweden has had Happy Goggles evaluated by a pair of child psychologists, Karl Eder and Fadi Lahdo. The pair said in a statement: "New generations are growing up in a in a world where smartphones and tablets are a part of our ordinary life. The VR goggles open the door to virtual worlds, which of course is very exciting. This step might come more natural for children than for adults. It creates an opportunity for adults to learn from the children's knowledge and experience. The gaming can also be a good, joint activity that makes it easier to hang out on equal terms."