McDonald's Overhauls Packaging for World Cup Digital Push

Also moves from QR codes to augmented reality

McDonald's is revamping its fry packaging on a global scale for the first time as part of a large-scale marketing push for the upcoming 2014 FIFA World Cup. And interestingly, the boxes have a big digital component as the brand wants to appeal to more millennials. 

The new packaging will wrap medium and large orders of fries in soccer-themed designs while syncing with an iPhone and Android app called Gol, which unlocks exclusive content—like lining up a shot at the goal against virtual players from the 32 countries that are planned to compete.

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