McDonald’s has launched an NFC (Near Field Communication) effort in Singapore that turns dining tables into interactive racing tracks. NFC stickers have been placed underneath tables across the restaurant. After downloading the McParty Run App, diners can hold their NFC-equipped Android smartphones over the tables to play an interactive racing game.
NFC sticker tags under the tables act like sections of a slot-car racetrack. When kids hover their smartphones over the tables, the tables magically turn into McDonaldLand and their phones become go-karts.
Junior diners can zip around tables to collect burgers, harvest apple pies and fight bad guys like Hamburglar and Captain Crook. “All to help Ronald organise a party for the folks of McDonaldLand.”
So far, the “Happy Table” initiative is currently running in just one location as a pilot, but we can expect to see many more such initiatives.
Near Field Communication is a short-range high frequency wireless communication technology that enables the exchange of data between devices over about a 10 cm distance. Communication can be between enabled phone handsets or unpowered NFC chips, called “tags”.
VIRTUAL TO ACTUAL
With the growth of always-on ubiquitous internet access, and digitization – our actual and virtual lives are blending in to one.
This week, New York’s Free Art Society launched an interactive art project in which mysterious yet beautiful hand-painted murals turned the City’s East Village into a giant, virtual and actual scavenger hunt.
The so-called 13 Portals project combines street art, technology, urban space and community. The incorporation of embedded QR codes in each mural adds a virtual dimension to the usually static experience that goes beyond the street and painted artwork.
Each mural QR code leads the player to a clue or adventure that needs to be completed in order to pass through to the next portal. Once passed, the winning keys will unlock the doorway to an experiential ‘theatrical happening’ event.
The use of mobile technology to change or enhance outdoor installations is a recent development, but one that holds a potential for art and commerce alike.
Gamification is the use of game thinking and game mechanics in a non-game context to engage users and consumers and solve problems.
It can be used to improve user and consumer engagement and ROI and for consumer insight.