For many franchisors, McDonald’s success is an inspiration, but it’s also no surprise. Constantly innovating and reacting to changes in culture and market, McDonald’s have managed to survive and grow through constant change and flux in both consumer habits and also general attitude towards health and nutrition.
So, of course it’s no surprise then that their advertising is an innovative as their business model. They recently recruited top advertising agency DDB to create a digitally integrated and engaging campaign for their Stockholm outlets.
Their response is both innovative and fun, and has definitely engaged and attracted a new audience in Stockholm city centre. Incorporating an interactive billboard and geo location technology, passers by can use their smart phone to connect with a giant digital ping pong game and play to win a voucher for a special treat in the nearest McDonald’s outlet.
A fantastic way to engage consumers, especially when they’re in the right location (close to a McDonald's store) and in a busy recreational area, this campaign has definitely worked very well for the fast food franchise.
Smart mobile technology and app development can be costly to develop, yet in terms of consumer engagement the development of utility marketing campaigns and apps such as this game can be hugely successful; think of how long each person hung around that square playing the game.
Watch the video below to see the game in action, and how successful this campaign has been for McDonald’s: