Prime cut: McDonald's launches a seven-episode advert

Stockholm – McDonald’s has launched a viral advertisement based around a seven-part feature film.

Developed with the Sweden-based digital agency Perfect Fools, the 60-minute satire, Dreaming in Mono, focuses on a group of Scandinavians attempting to break an old ski record.

Besides being broadcast on four TV channels in Scandinavia, Dreaminginmono.com hosts all seven episodes and offers music, videos, polls and iPhone apps, as well as ‘Mono Madness’, a ski viral game based on the film. According to its creators, the episodes support McDonald’s core values and aim to connect customers by encouraging online discussions. To read more about how brands are increasingly engaging with customers in this way, see our Brandtocracies trend report.