Character
building
BRINGING THE HAPPY MEAL INTO THE MOBILE ERA
How can a plastic toy and a meal in a box compete with a smartphone?
The Happy Meal has been a magical part of kids’ experiences at McDonald’s for nearly 40 years. But kids today are growing up with iPads and Angry Birds, and the humble box with a burger and a toy doesn’t hold the same sense of magic that it once did.
We wanted to make an experience for kids that parents would find valuable too. So we took that same mobile technology and turned the Happy Meal into a platform for creative play. And we did it with the help of a bunch of happy little critters called Emlings.
Emlings are the first digital Happy Meal toy. The app can be used with full functionality on its own, but kids can also use the app to scan in the Happy Meal box and discover a unique Emling from a lost tribe.
Scanning for Emlings
New tribes are released every month, each with its own qualities and attributes, making all of the activities within the app replayable with each new tribe.
As much as the Emlings have been designed for fun, they've also been created with real purpose. Developed in collaboration with child development experts and rigorously tested throughout the development process, the app helps kids develop cognitive, creative and problem solving skills, and reinforces healthier food choices by rewarding them when they choose healthier options.
But while we created the app as an experience that parents would recognise for its educational qualities, Emlings is a world built for kids. A world of imagination where learning isn’t forced - it’s just a natural part of how they create and play with these characters.
Awards
Silver - Adfest - Best use of mobile
Bronze - Spikes - Mobile User Experience
Bronze - London International Awards
Shortlist - B&T - Best Digital Campaign