McDonald’s roadshow will give consumers a virtual tour of its farms
By Sarah Sutton • May 11, 2016
McDonald’s has become the latest brand in the U.K. to put the emphasis on farmers using cutting-edge technology. The company is using virtual reality and immersive video to take visitors this summer to country shows and right into the heart of its supplier farms. Its mobile roadshow, “Follow our Footsteps,” kicks off at the Balmoral Show, Northern Island, on May 13-14 and will tour agricultural shows until the end of the year.
Experiences include a virtual reality game titled “Top of the Crop,” in which users wearing an Oculus VR headset will be invited to test their skill behind the wheel of a tractor during a potato harvest. They will be judged on speed, accuracy and the quality of the successfully harvested crop.