Consumer engagement with mobile technology is limitless, so I wasn’t surprised to hear about a McDonald’s in Singapore using near-field communications technology (NFC) where children can hold a mobile phone over a table to activate a mobile game in McDonaldland. (http://www.mobilemarketer.com/cms/news/software-technology/16038.html)
This Happy Table Program allows parents to eat in peace while their children play with animated McDonald’s characters coming to life on their mobile devices – taking the in-store experience to the next level. Retailers such as Walmart are also engaging consumers with mobile phones in their stores, and why not? Six of the world’s seven billion people have cell phones; 75% use texting and over 79% use smartphones for shopping.
As a parent of three young children I believe that smartphones and other mobile devices can offer fun, engaging ways of learning, connecting and communicating but the content is key in how well we provide for our children. Studies show that mobile and apps teach academic skills and open up learning opportunities, PBSKids.org is a fine example of how interactive technology can be entertaining and educational. For QSR and other companies targeting young consumers they would be wise to incorporate fun and playful games with educational content, improving their minds and skills not to mention building stronger relationships and customer loyalty.
Having worked on hundreds of promotional campaigns for QSR and casual dining clients I’m extremely excited about this pilot program because it will ultimately lead us to the next generation of in-store consumer activation such as interactive kids coloring or activity books, placemats, loyalty programs from virtual in-store treasure hunts, and more.
McDonald’s is smart to embrace NFC as we race with technology evolving the consumer experience. I’d love to see them partner with an educational property increasing their up-sell and providing added value to parents and children. I know I definitely would enjoy my meal more if my kids were learning at the same time they were playing at the table.
