News 22.02.2023

Need to Know

McDonald’s Sweden embraces digital food trucks, a new user-owned DAO social platform, the world’s smallest VR headset and travellers book more cautiously.

McDonald’s Sweden turns digital billboards into food trucks

Food Truck Billboard by McDonald’s Sweden

Sweden – In honour of its new fried chicken burger, McDonald’s Sweden has converted digital billboards into digital food trucks that give away coupons for a free burger.

Joining forces with creative agency Nord DDB, the fast food chain imagined a campaign inspired by the roots of fried chicken sandwiches: street food. McDonald’s chose to glam up regular digital billboards with its branding, a storefront design and wheels to turn it into a mock food truck. The installation invites passers-by to scan a QR code to receive a coupon for a free sandwich to pick up in the nearest McDonald’s restaurant.

‘Our new burger is inspired by the rustic and tasty street food culture, both in terms of how it is prepared and seasoned. Therefore, it felt fun to really go all in and create a food truck as well, but in a modern and digital way,’ said McDonald’s Sweden marketing director Staffan Ekstam.

As attention spans get shorter and shorter, in Advertising Must Speed Up To Survive we analysed how disruptive campaigns that mix the digital and the physical while targeting the right audience are necessary.

Strategic opportunity

Embrace a bolder approach to your advertising campaign by rethinking not only the content but also the props and the platforms used.

Friends With Benefits launches a user-owned DAO social platform

Image by Yunha Lee Image by Yunha Lee
Welcome Home by Friends With Benefits Welcome Home by Friends With Benefits

Global – Friends With Benefits (FWB) has introduced Welcome Home, a new kind of social networking app run by ‘friends’, aka token owners – with no ads or algorithms in sight.

FWB, a decentralised autonomous organisation (DAO) that uses Web3 tools to foster culture and creative agency, unveiled a private social platform to expand its reach beyond events and its Discord presence. It designed Welcome Home as a space that belongs to a community of token holders who can then convene, collaborate and govern as they wish. The app is one of the first social media platforms owned and operated by a DAO. Without algorithms or ads, users are the only ones who can define the app’s future.

‘What happens when a community owns its own social network? What this app doesn’t have is dark patterns, mind-game algorithms and the need to juice your followers,’ explains Mike Bodge, head of product at FWB.

Friends With Benefits did not design its Anti-provocation Platform to onboard as many users as possible. Welcome Home is proudly intimate and human-scaled to promote safer and more fulfilling group dynamics.

Strategic opportunity

Consumers seek online spaces that feel safer and communal. The 'friends and family only' mindset leaves room for new community-driven micro-platforms.

Bigscreen launches the world’s smallest VR headset

US – VR experience business Bigscreen is expanding its offer with Beyond, a new virtual reality headset that it says is the smallest and lightest on the market.

Beyond will retail for £827 ($999, €938) without controllers. To maximise comfort and personalise the experience, Bigscreen asks clients to go through a FaceID scan to receive a customised moulded headset made just for them.

Lighter and more portable VR equipment could ignite new experiences for users outside their bedrooms. In Auto Entertainment, we analysed how the car sector is finding inspiration in virtual platforms and considering immersive and entertaining in-vehicle experiences. Self-driving cars could soon include their own light VR headsets, enabling drivers to consume content on their journey.

Bigscreen, US

Strategic opportunity

Gamers at home increased VR’s popularity, but the next step is, ironically, to take it outside. From the transport industry to hospitality, VR will have a role to play in tomorrow’s customer experience.

Stat: Travellers are committing to holidays with shorter lead times

Hôtel Amour. Photography by Gil Anselmi for Highsnobiety, France Hôtel Amour. Photography by Gil Anselmi for Highsnobiety, France

Global – In a new report, B2B platform WeTravel shows travellers are booking their holidays much later than before the pandemic. Purchasing Habits: The Future of Travel Bookings and Payments surveyed professionals of the group travel business, tour operators and WeTravel clients.

The research claims travellers are committing to holidays with shorter lead times. Some 60% of tour operators say their clients now book their holidays less than three months before departure. In 2019, more than 50% of tourists booked their travel 6–12 months in advance. The businesses surveyed say consumers’ fears of cancellations and laborious refund processes are the reasons behind the shift.

WeTravel’s report highlights how the core demographic reaching out to professionals to plan their travel is ageing. In 2019, the average travel tour booker was 30, whereas in 2023 they are closer to 40. The highest growth in travel booking has also come from the 40–55 age group – followed closely by those over 61. In Baby Boomer Travel Market, we identified how adults over 55 who are pursuing knowledge, adventure and personal fulfilment are crucial targets for the travel industry.

Strategic opportunity

Travellers are craving reassurance and processes prioritising convenience and care. Travel industry professionals should target younger audiences with a short-term approach to travelling and nurture relations with tour operators to maintain the loyalty of older demographics.

Previous News Articles
The Salvation Army introduces easy donations for hotel guests in Brazil

News

The Salvation Army introduces easy donations for hotel guests in Brazil

The Salvation Hanger initiative, launched in São Paulo, simplifies the donation process for Sheraton Hotels & Resorts guests, encouraging them to g...
Fashion : Sustainability : Society
Charlotte Tilbury Beauty's Future of Fragrance Experience opens in East London

News

Charlotte Tilbury Beauty's Future of Fragrance Experience opens in East London

StudioXAG has teamed up with Charlotte Tilbury to launch the Future of Fragrance Experience, an immersive pop-up event showcasing the brand's new ...
Beauty : Retail : Fragrance
Foresight Friday: Olivia Houghton, deputy creative foresight editor

News

Foresight Friday: Olivia Houghton, deputy creative foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, deputy creative foresight...
Foresight : Foresight Friday : Dating
Stat: Indian tourists plan European getaways with new visas

News

Stat: Indian tourists plan European getaways with new visas

For Indians planning their next trip, Europe seems to be the destination of choice. A recent study by Policybazaar.com has revealed that 82% of Ind...
Travel : Hospitality : India
Monzo’s surreal new ad champions positive financial thinking

News

Monzo’s surreal new ad champions positive financial thinking

British online bank Monzo is challenging the negative emotions typically associated with money management in its latest campaign, Money Never Felt ...
Finance : Advertising : Design
Max Space and SpaceX unveil inflatable habitats for space exploration

News

Max Space and SpaceX unveil inflatable habitats for space exploration

Aaron Kemmer and Maxim de Jong of Max Space have revealed their plan to launch inflatable habitats into space by 2026, in partnership with SpaceX.
Space : Travel : Hospitality
Equinox launches new luxurious longevity scheme

News

Equinox launches new luxurious longevity scheme

Equinox Fitness has introduced Optimize by Equinox, a personalised longevity programme.
Health : Wellness : Sport
Stat: Consumers are searching for ‘quiet life travel’ destinations

News

Stat: Consumers are searching for ‘quiet life travel’ destinations

The Pinterest Summer 2024 Travel Report has revealed that consumers are looking to swap the hustle and bustle of daily life for serene landscapes a...
Travel : Hospitality : Society
Speedo reclaims its spot in swimwear with new campaign

News

Speedo reclaims its spot in swimwear with new campaign

Speedo has unveiled Go Full Speedo, a global campaign to mark the brand’s relaunch during an Olympic year.
Sport : Heritage : Fashion
Anti-anxiety vest wins Rimowa Design Prize

News

Anti-anxiety vest wins Rimowa Design Prize

Janne Kreimer, an Integrated Design student at The Anhalt University, was awarded the 2024 Rimowa Design Prize for her project, Ro.
Technology : Health : Wellnesss
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more