All images are from McDonald's Japan.
You can use it for plastic utensils as you sit outside having a cup of tea.
You can use it as a pencil holder, because it doesn't look so incredibly unstable on its narrow base that it may tip over or anything.
Or you can use it for your cell phone, but I'd recommend not having used it to hold your fries first. Notice how incredibly happy they all are to be adding this decorative object to their tasteful surroundings.
A bunch of folks on Twitter are tweeting how they would like to use it to get a chance to win. Most of them echo what you're seeing in the pictures with these models. I'm not sure though if this is a chicken or the egg thing where McDonald's put up the pictures after they got the ideas or the tweets are the result of the pictures. Either way, I'm not sure that a plastic container that looks like a carton of fries is worth the brain power to imagine what one might do with it. Of course, being the horribly demented individual that I am, I can think of a lot of perverse uses for it. The most family friendly of which would be a pooper scooper for a small canine, a soap dish, or a planter. I'm pretty sure that I'd only actually entertain the first option if I had one because I'm not really much of a McDonald's fan. I don't want one of those things in my home.
If you want to see the tweets (they're in Japanese though), you can check under this hashtag: #ポテトホルダー