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.
