McDonald's, Stockholm, wanted to connect with on-the-go
consumers and find an innovative new way to communicate special
offers and increase footfall in its restaurants.
DDB Stockholm came up with an interactive billboard that
challenged passers-by to take their camera phones and play a game
of catch. The digital billboard animation featured lots of
miscellaneous items bouncing around at speed. In amongst the
footballs, piñatas and creatures were McDonald's menu items. Passer
by were invited to try their luck at capturing the menu items on
their mobile phone cameras. If successful, they could go into a
nearby McDonald's store and redeem the item they photographed for
free.
The offers were time limited to stop people
forwarding photos to friends and McDonald's found that
customers seldom bought only one thing when they got in store.
Using this ability to connect mobile phones with digital
out-of-home, McDonald's is also providing customers with memorable
interactive experiences.