For the first time in the brands history, McDonalds changed the packaging of their medium and large french fries boxes. Customers of the fast-food chain company were offered 12 different World Cup themed designs featuring work from artists around the world. Encouraging engagement, consumers were also prompted to download the Gol app, were they could play an augmented reality football game. Holding the screen of their phone up to the front of the box, users were able to play with and shoot a virtual football into the goal keepers net. Points were recorded by country and players had the opportunity to share their score on social media channels.