Venturing into new territory, a McDonald’s in Yishun, Singapore is testing driving a new form of in-store entertainment with the Happy Table. With the help of NFC (near field communication) stickers placed on the underside of the table, DDB Group Singapore is bringing a new playing field for games to the restaurant.
As shown in the video, people, in this case children, can use smartphones to communicate with the NFC stickers to play games across the table. A whole new world of gaming becomes easily accessible and unveils another excuse for families to linger a little longer in the restaurant, maybe to grab one more drink while they’re hanging out. And while I’d like to think such a game might allow for more peace at the table, I can’t help but wonder how this pans out when the number of children outnumbers the number of smartphones available in Mom’s purse. But I digress.
The simplicity of this technology, from the installation of simple stickers to the basic methods of playing the games, make the Happy Table seem like a no-brainer. Once this pilot program at the single location ends, rollout plans are in the works to spread to more McDonald’s across Asia. How long with it take for the Happy Table to cross the pond to the states? No dates confirmed as of yet.
NFC has not hit mainstream USA, though with every new iPhone or latest mobile phone release, people anxiously await for NFC capabilities to be incorporated. However, it’s easy to see that NFC is drawing closer and closer on the horizon. An NFC-driven concept like the Happy Table could easily be translated into any number of ways. Perhaps, Barnes & Noble could incorporate NFC to its play tables at story time or Starbucks could implement simple games into its tables, with varying games that could appeal to children or to the procrastinating college student taking a study break.
Along those lines, why not have these NFC stickers strategically-placed by the sitting areas in malls, near chairs/tables placed for resting in retailers, or at the beverage station in a convenience store etc, all with the purpose of quick games to increase engagement with their surroundings, when people might otherwise disengage into Facebook posts or their own games or texting their friends. Because at the end of the day, it’s the engagement that will keep your store/product/brand top of mind and keep them coming back for more.