Mobile campaign encourages burger-loving mobile users to learn about the environment through mini-games for Android and iOS.
The fast food chain has now partnered with AR company Metaio – who recently delivered an augmented reality manual for Audi – to create the McMission.
McMission is being pushed by McDonald's Germany to educate mobile-using customers about its approach to environmental initiatives and sustainability.
The app comprises mini-games that talk renewable energy, recycling and waste, with quizzes, puzzles and so on. The AR content is triggered when users scan food packaging.
McDonald's is looking to drive awareness virally too, with users encouraged to share scores via social media.
Philipp Wachholz, director of corporate affairs at McDonald's Germany, said: "With McMission we want to bring our guests closer though playful central aspects of sustainability. We have chosen augmented reality as a technology because it brings together the real restaurant experience with fascinating virtual animation."
Nike recently tried using mobile for an environmental campaign too, educating designers with friendly fashion materials.
McMission is available for Android and iOS.
See the app in action below.