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McDonald’s – Roald Dahl App

Technology that rekindled forgotten family moments.

“Britain is facing a literacy crisis which will leave nearly 1.5 million 11-year-olds unable to read properly by 2025, unless action is taken…” 
– The Guardian, 2014.

Only 4% of parents read a bedtime story to their child every night, while 34% have never done so. Parents sacrifice story time because of demanding modern-day life, while children prefer the stimulus of multi-media devices.

So through never-seen-before innovation, we created The Happy Meal Reader app, a voice recognition technology platform that distinguishes key spoken words and enhances the reading experience with instant sound effects and animations. Creating a magical, memorable and family bonding reading experience.

The results make for happy reading.

By distributing this technology free, with 8 bespoke and exclusive Roald Dahl books, McDonald’s provided 4.6 million more bedtime story opportunities for parents and children. App usage ran at 27 minutes of story time per week – helping parents, helping kids, helping reading.

Awards logo

| FINALIST 2016 - Brand Activation