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