Earlier this year, fast-food chain McDonald's launched the TrackMyMacca app with the promise of taking consumers 'behind the scenes' of their meal. McDonald's Australia partnered with advertising agency DDB Sydney and ACNE Production who created the digital experience. Using an Apple iPhone, the app utilises image recognition software to scan the packaging and GPS to determine which restaurant he consumer is in. Together this presents the origins of the ingredients based on the user's location.
展开▼
