McDonald's boosts billboard

Share this content:

The Offer: For two Saturdays in May, McDonald's
 and Tribal DDB Stockholm gave pedestrians in Stockholm's Stureplan, a busy intersection in the city center, the opportunity to interact with a digital billboard using their mobile phones. Users who lasted 30 seconds in the Pick n' Play game received a coupon and directions to the nearest McDonald's location. 


The Data: The technology allowed users to interact with the billboard without signing up with an email 
address or contact information, and no such data 
was collected after the game ended. 


The Channel: The two-day digital engagement
used digital out-of-home and mobile technology to 
engage users and drive foot traffic at restaurant locations. McDonald's staff, including Ronald McDonald, was also on hand to distribute flyers and in-store 
communications at the events. 


The Creative: The game and mobile experience were branded in McDonald's red and gold brand colors, but technology drove the creative experience. Rather than download an app, users visited picknplay.se and had their locations verified by geo-location technology. They were then inserted into a digital queue and automatically received the coupon if they lasted 30 seconds in the Pong-esque game, which grew challenging as time passed.


Verdict:

David Brown is EVP and general manager of Meredith Integrated Marketing. He oversees the company's Content and CRM business, including database analytics agency Directive Analytics. Prior to joining Meredith in 2005, he held senior-level positions at Dentsu and OgilvyOne Worldwide.

This is a fun, contemporary promotional idea that connects outdoor advertising and smartphone technology with a digital coupon. Is it direct marketing? Does it build loyalty? Probably not. It's a one-off idea to test a technology, but should now become part of a bigger plan to develop visit frequency and value of visits.


Loading links....
close

Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here