McDonalds x DDB Stockholm: “Pic n Play” Campaign 2011
Giant interactive video game in Stockholm wins players burgers
Stockholm was recently transformed into a giant video game parlor after McDonald’s mounted an interactive digital billboard in the middle of town and invited users to play a game using their iPhones as controls.
The creative advertising campaign challenged passers-by to a game of digital Pong: those who were able to deflect the digital puck for 30 seconds with their iPhone won free food at the nearest McDonald’s.
Instead of downloading an app, all users had to do was enter the url, picknplay.se, and allow their phone’s geolocating software to confirm that the player was in the area.
If they survived for 30 seconds – the game got progressively harder – a digital coupon was sent to their phone redeemable at the nearest McDonald’s restaurant location. The game was launched for a week last month.
It’s not the first time McDonald’s has used interactive digital billboards in their advertising campaigns. In London’s Piccadilly Circus, the chain mounted a fun electronic billboard that allowed tourists and locals alike to take photos against backdrops and props.
To watch the video of good-looking Swedes purse their lips in concentration and raise their arms in victory, visit http://www.youtube.com/user/ddbsthlm#p/a/u/0/7u0ij9D5S4Y.
Via: http://www.independent.co.uk/ (11.6.2011).