Monday, February 4, 2013

McDonald's - Track My Maccas

The recent Tesco Horse Meat scandal has put issues of supply train integrity and brand transparency front and center.  It's been interesting watch McDonald's (across various regions) dedicate significant time and effort to behave in a more transparent manner.  The McDonald's - Your Questions campaign was featured on this blog a few months ago, but even that effort pales in comparison to the recently launched 'Track My Maccas' campaign.  Track My Maccas is an app that provides McDonald's customers with a vast amount of information about where the various parts of their McDonald's meal were sourced.  As the good folks over at Contagious describe:

Once downloaded onto a smartphone, the TrackMyMaccas app uses GPS and image recognition, combined with date and time information, to find out where and when a particular McDonald's menu item has been purchased. It then overlays that information with data from McDonald's' supply chain in real time. Finally, it serves up an immersive and entertaining story about where the food has come from.
Using augmented reality, the app then transforms the restaurant table into a farmyard, showing where the beef was sourced, or the ocean, if the main meal was a fish fillet. The story unfolds differently depending on exactly where diners are in Australia.
People can also meet the suppliers, for instance, farmers, fishers, bakers of burger buns, etc, and find out how long they have been working with McDonald's.

The app, developed by DDB Australia, is a fairly mind-blowing effort from both a logistical and a technical perspective.  I also appreciate the effort taken to make the resulting information/data both interesting and entertaining, rather than simply presenting it in a dry, tabular way.  Check out the video below that shows off the Track My Maccas app.
hat tip: Contagious