Aram Armstrong Alejandro Zamudio Fast food megacorporations often find themselves in the midst of controversy about obesity and eating disorders. They are clearly part of the problem, can they be part of the solution as well?
Aram Armstrong Alejandro Zamudio Fast food megacorporations often find themselves in the midst of controversy about obesity and eating disorders. They.
Dec 13, 2015
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Aram Armstrong Alejandro Zamudio
Fast food megacorporations often find themselves in the midst of controversy about obesity and eating disorders. They are clearly part of the problem, can they be part of the solution as well?
McDonald's has changed the way we eat. McDonald's introduced the first ever assembly line kitchen and a revolutionary franchising system copied the world over. They invented fast food.
Chief Happiness Officer
3 billion
McDonald's has changed the way we eat. McDonald's introduced the first ever assembly line kitchen and a revolutionary franchising system copied the world over. They invented fast food.
dollars a year
McDonald’s makes
47 million
McDonald's has changed the way we eat. McDonald's introduced the first ever assembly line kitchen and a revolutionary franchising system copied the world over. They invented fast food.
customers a day
McDonald’s serves
30,000
McDonald's has changed the way we eat. McDonald's introduced the first ever assembly line kitchen and a revolutionary franchising system copied the world over. They invented fast food.
restaurants in 130 countries
McDonald’s has
After 50 years of double-digit growth, McDonald’s faces a major mid-life crisis. Lawsuits, negative publicity, and profit losses have the fast food giant doing some serious soul searching.
“We got fat, dumb, and happy.”- Charlie Bell
McDonald’s CEO
The future - hamburger tree
McDonald’s has become biggest seller of salads in the world and the largest buyer of apples in the US. Sales have turned around and McDonald’s is expecting to grow by 4 to 7% in 2005.
“We have never said we would sell burgers and only burgers forever. But whatever we sell, we will try to sell of it more than anyone else.”
- Jim Skinner McDonald’s CEO
Target: “Timmy Tween”
TWEEN STATS
Who are the biggest, most influential young consumers? TWEENS! They influence 600 billion dollars in spending each year. If we can capture their hearts, we can change the world!
Age: 8-13
Target: “Timmy Tween”
TWEEN STATS
Who are the biggest, most influential young consumers? TWEENS! They influence 600 billion dollars in spending each year. If we can capture their hearts, we can change the world!
13% of the U.S.Population
Target: “Timmy Tween”
TWEEN STATS
Who are the biggest, most influential young consumers? TWEENS! They influence 600 billion dollars in spending each year. If we can capture their hearts, we can change the world!
Purchasing Power:600 billion dollars
Concept
The Total Tween Solution!A toyetic* fitness craze driven by
a virtual pet pedometers and
McDonald’s.
PiEdiMoNsteRz!
*toyetic: A fictional character or object that would be easy to manufacture into a toy.
Can also refer to video games which incorporate the play style of toys.
Evolution
Baby
Tween
Teen Adult
ExerciseFood Socializing
Needs
Life of a Piedimonster.
Evolution
Baby
Tween
Teen Adult
ExerciseFood Socializing
Needs
Life of a Piedimonster.
Scope
Service Structure
Service StoryThe User Experience
Story - awareness
Become Aware
First, Timmy Tween sees advertising everywhere! On TV, on billboards, the internet and in McDonanld’s restaurants. Piedimonsters are McDonald’s new heralds of fitness.
Story - Nagnag
Timmy Tween’s heart is won over by the fantastic Piedimonster advertising campaign and begins to use his phenomenal pester power on his mom and dad to buy him one.
I Want It!
Story - drive2
Mom and Dad are encouraged by Piedimonster’s positive message of health, fun and exercise and decide to take Timmy to the local Piedimonster Adoption Center to get him one.
Go Get It
Story - In it
Timmy loves playing with his Piedimonster enjoying all the benefits of healthy and happy lifestyle. He plays games, dances, and trains with his monster becoming a Piedimonster Champion.
I’m lovin’
it!
Story - using it
Now that his piedimonster is all grown up, both he and Timmy are superstar dancers. Timmy loves to show off his new dancing skills, impressing all his friends in the neighborhood.
Socializing
Story - feed it
Sometimes his piedimonster is very hungry and he starts begging for food. Special piedimonster food that can only be gotten at a very special place…
Feed Me!
Story - Healthy Meal
McDonald’s provides healthy food for Timmy and his piedimonster. New healthier happy meals have apples instead of french-fries and come with a special treat inside for Piedimonsters.
Health Happy Meals
Story - Go online
Timmy connects his piedimonster device to the internet to read his monster’s fitness blog. He also checks out the forums for monster raising tips, plays games and watches cartoons.
Go Online!
Touch Points
website inflatable device
Touch Points
website inflatable device
Piedi Blog
Kid Stats
Touch Points
website inflatable device
Inflatables
Welcome to the PiediOlympics, Torino 2006
Touch Points
website inflatable device
Game
FacultySimona MaschiNeil Churcher
VisitingJennie Winhall: Design Council, LondonChris VanstoneChristine Truc ModicaLavrans Løvlie: LiveWork, LondonMark Delaney: Plan, LondonMark Jones: IDEO, Chicago
TeamAlejandro ZamudioAram Armstrong
McDonaldsImproves it's corporate image by providing motivation and reward for a healthier lifestyle. It may also increase customer loyalty and traffic.
Kids Kids get a fun game that encourages them to play outside, play with friends, and develop healthy exercise habits at an early age!
ParentsParents get healthier, more active children and a guilt-free way to reward them.
Zoom In Zoom Out, Interaction Design Institute Ivrea, 2005
thanks
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