McDonald’s signs up Roald Dahl for innovative app experience

McDonald’s has partnered with the Roald Dahl Literary Estate and Penguin Random House Children’s UK to give away exclusive Roald Dahl books as part of its Happy Meal.
Each book features stories from some of Roald Dahl’s classic tales, including: Charlie and the Chocolate Factory; The Twits; The BFG; The Witches and Matilda. Each book also features Quentin Blake’s iconic illustrations and fun activities linked to the stories.
The promotion runs from now until 3rd November.
To support the campaign, The Marketing Store has developed a new addition to the Happy Studio app (available to download for free on Android and iOS). The app uses voice-activated technology to respond to words and phrases in each book with a series of fun sounds and animations.
This experience is aimed at bringing the story and words on the page to life and helping immerse families in the extraordinary worlds and characters of Roald Dahl.
Steve Hill, Head of Marketing, McDonald’s UK, says: “This is the fourth time that we’ve given out books as part of the Happy Meal and we’re really excited to be teaming up this year with Roald Dahl, one of the most popular children’s authors of all time. The exciting addition to the Happy Studio app truly delivers on our objective to make reading fun and we hope that this immersive reading experience will add a new and exciting twist to Roald Dahl’s extraordinary stories.”