McDonald's Transformed Billboards into Digital Food Truck Displays
Colin Smith — February 14, 2023 — Marketing
References: mcdonalds
McDonald's Sweden recently launched a new fried chicken burger inspired by street food culture. As part of the launch campaign, the fast-food giant transformed digital-out-of-home (DOOH) billboards into digital food trucks, giving people the chance to try the new burger for free for 24 hours.
The digital food trucks were stationed in two locations close to physical McDonald's restaurants. To place an order, guests were required to scan a QR code displayed on the billboard, which would then prompt a virtual chef in the digital food truck to prepare a coupon for the new burger. This coupon was then sent directly to the McDonald's app, and customers could complete their order there and then collect their food from the nearby restaurant.
This unique advertising approach enabled McDonald's to capture the attention of passers-by and create a buzz around their latest menu offering. By leveraging technology, the company was able to provide a fun and interactive experience for customers, and promote their new burger in a highly engaging way.
McDonald's is not the first brand to incorporate DOOH advertising into their marketing campaigns. However, this innovative approach showcases how brands can leverage technology to create exciting and immersive brand experiences that can capture the attention of the audience and help them stand out from the competition.
Image Credit: McDonald's Sweden
The digital food trucks were stationed in two locations close to physical McDonald's restaurants. To place an order, guests were required to scan a QR code displayed on the billboard, which would then prompt a virtual chef in the digital food truck to prepare a coupon for the new burger. This coupon was then sent directly to the McDonald's app, and customers could complete their order there and then collect their food from the nearby restaurant.
This unique advertising approach enabled McDonald's to capture the attention of passers-by and create a buzz around their latest menu offering. By leveraging technology, the company was able to provide a fun and interactive experience for customers, and promote their new burger in a highly engaging way.
McDonald's is not the first brand to incorporate DOOH advertising into their marketing campaigns. However, this innovative approach showcases how brands can leverage technology to create exciting and immersive brand experiences that can capture the attention of the audience and help them stand out from the competition.
Image Credit: McDonald's Sweden
Trend Themes
1. Digital-out-of-home (DOOH) Advertising - There is an opportunity for brands to create more immersive and interactive brand experiences through DOOH advertising.
2. QR Code Technology - QR codes can be utilized to make ordering and purchasing products more convenient for customers.
3. Street Food Inspired Menu Offerings - Fast food chains may explore incorporating street food inspired menu offerings to attract younger audiences and stand out from the competition.
Industry Implications
1. Fast Food Chains - Fast food chains can leverage DOOH advertising and street food inspired menu offerings to create more engaging experiences for customers and promote their brand.
2. Advertising Agencies - Advertising agencies may consider incorporating innovative technologies such as DOOH billboards and QR codes into their campaigns to help clients differentiate themselves from competitors.
3. Retail Industry - Retail businesses may explore utilizing QR codes to make the ordering process more efficient and convenient for customers, for example, for curbside pickup services.
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