{"id":1097,"date":"2016-11-16T10:42:37","date_gmt":"2016-11-16T10:42:37","guid":{"rendered":"http:\/\/billboards.bmediagroup.com\/?p=1070"},"modified":"2016-11-16T10:42:37","modified_gmt":"2016-11-16T10:42:37","slug":"mcdonalds-pick-n-play-billboard","status":"publish","type":"post","link":"https:\/\/www.bmediagroup.com\/news\/mcdonalds-pick-n-play-billboard\/","title":{"rendered":"McDonalds Pick n Play Billboard Game"},"content":{"rendered":"

From a young age, McDonald\u2019s does a great job of pushing its image of a playful wonderland right into your head. That works pretty well, but eventually you grow up, and Ronald McDonald becomes less and less interesting as the years pass.<\/p>\n

But, it\u2019s not only children who like to play. Adults may be too shy to order a Happy Meal, but they enjoy having some games in their life.<\/p>\n

A few years ago, the fast food chain managed to get full grown adults to unleash their inner child. They even managed to make it happen in a crowded square.<\/p>\n

But, how did they do it?<\/p>\n

\"McDonalds<\/a><\/p>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

A Playground for All Ages<\/h2>\n

To set the scene, take yourself back to the year 2011, and imagine you\u2019re walking through the streets of Stockholm, Sweden. Now, look up at the giant Golden Arches on a billboard, and pull out your smartphone.<\/p>\n

Are you ready for a game? It\u2019s not difficult. As a matter of fact, it\u2019s pretty similar to the game of Pong. The digital display will bring up a video game in which a ball starts bouncing from one side to the other. Using your phone, you move a paddle up and down so the ball doesn\u2019t escape.<\/p>\n

Who wouldn\u2019t want to give it a try?<\/p>\n

The Details of the Game<\/h2>\n

This stunt was put together for McDonald\u2019s by DDB Stockholm, and it was quite a hit. Many people participated because it was so easy to do, and if they played well enough, they could win a prize.<\/p>\n

The game didn\u2019t require an app download or any other complicated procedure. All people had to do was go to the website that the billboard advertised, and it used their location data to make sure they were actually there.<\/p>\n

Consumers got to play, and they had to survive for 30 seconds. If they did, they were rewarded with a coupon for free food at one of the nearby restaurants.<\/p>\n

\"McDonalds<\/a><\/p>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

Lack of App Was Key to Success<\/h2>\n

One of the major reasons this campaign was successful was because of how simple it was. When doing something like this today, many people will instinctively decide to ask consumers to download an app to play along. They even try to build that app in a way that the users can take it with them and play later, and it\u2019s seen as a great reminder of the brand.<\/p>\n

While that method can work, it causes a major entry barrier to anyone thinking about participating. That was the real beauty of this one. There weren\u2019t any downloads necessary, and the players didn\u2019t have to register. They just visited the website, played the game, and (hopefully) won.<\/p>\n

Then, they popped into a McDonald\u2019s to enjoy their delicious trophy.<\/p>\n

Gave Unexpected Interaction to Customers<\/h2>\n

Another great feature of this campaign was the interactivity it offered. Billboards are often used to advertise a competition or communicate results of something happening, but they\u2019re very rarely the actual game board. Good signs are passively seen and melted into the subconscious of the potential consumers, but it\u2019s proof of a great idea when people want to stop and actively discuss it with each other.<\/p>\n

\"Pick<\/a><\/p>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

<\/h2>\n

Free Prizes!<\/h2>\n

An additional clever aspect of this plan was the call to action that was disguised in the form of a prize. Instead of just suggesting that customers stop by for lunch, they gave them the incentive of free food. They may or may not buy lunch during that visit, but they\u2019ll remember the location (and hopefully the good experience they had) next time they\u2019re in the area.<\/p>\n

Also, bragging to friends about winning something for free is always a great way to encourage word-of-mouth communication.<\/p>\n

Do You Use Mobile in Your Campaigns?<\/h2>\n

If you haven\u2019t ever tried integrating mobile experiences in your campaigns, this is a great example of why you should. Don\u2019t forget that it can go far beyond mobile ads or having an app that makes it easier for your customers to interact with your company. Smartphones are a major part of life in the 21st<\/sup> century, so consider them just as strong of a medium as billboards, radio\/TV, print, and online channels.<\/p>\n