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McDonald's Singapore May Turn Tables Into Playgrounds
The restaurant chain is evaluating the results of its Happy Table pilot, which created a virtual racetrack out of an ordinary table via NFC RFID tags and an app, enabling kids to 'drive' their parents' phones around the track, avoid obstacles and earn points.
Sep 03, 2013—
For one month this summer, Near Field Communication (NFC) technology transformed a seemingly ordinary table at a McDonald's restaurant in Singapore into a go-kart racetrack for children equipped with NFC-enabled phones. McDonald's Singapore piloted the NFC-based Happy Table at its Yishun location during July and August of this year, in order to entertain children awaiting food, or those whose parents had not yet finished their own meals. With the system in place, customers' cell phones became cars on a racetrack that was displayed on the phone's screen via NFC tag reads. The children viewed their progress on the phone screen while hovering the phone over the table and following the game's directions to organize a party for characters at McDonaldLand.
Based on the pilot's results—which were positive, according to Daniel Lee, McDonald's director of digital projects for the Asia Pacific/Middle East/Africa region—the fast-food chain is now determining where the technology might be installed in the future at restaurants throughout Singapore, Japan or other parts of Asia.Nintendo Wii game, Lee explains, only much larger.
However, Lee says, the restaurant was also interested in deploying NFC technology. The proliferation of Samsung Android phones with built-in NFC technology, he notes, is quite high in Singapore. Therefore, Lee and his research team began investigating ways in which children could use an NFC application to be entertained by their parents' phones. The resulting game, developed and provided by DDB Group Singapore, was created by attaching several dozen NFC RFID tags to the underside of a table measuring approximately 1 foot by 3 feet.
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