DDB Stockholm won gold for the McDonalds Catch The Goodies interactive billboard at the London International Awards held last night. The interactive billboard pointed people to the closest McDonalds restaurant by featuring menu items among footballs, piñatas and various creatures flying around the screen. Passers by were invited to use the camera phones to capture menu items and present them at the restaurant for a free treat. The offers were time limited to stop people forwarding photos to friends. McDonald’s found that customers seldom bought only one thing when they got in store. Using this ability to connect mobile phones with digital out-of-home, McDonald’s is also providing customers with memorable interactive experiences.
Click on the image below to play the video in YouTube (HD)
The Catch the Goodies campaign was developed at DDB Stockholm, Stockholm, by executive creative director Andreas Dahlqvist, copywriter Magnus Jakobsson, art director Fredrik Simonsson, account manager Lina Tuikka, account director Pelle Josephsson, producer/artist Johanna Karsten, working with Svenska McDonald’s marketing directors Erland Cessan and Charlotte Sterning.
Music is “Grass Beatbox” by UK group Toy, released by Sony/ATV Music Publishing Scandinavia