The Heat Reactive McDonald's Ad Gave 100 Customers a Free McFlurry
Alyson Wyers — July 21, 2015 — Marketing
References: youtu.be & designtaxi
As part of a recent interactive initiative from McDonald's, people were able to get a free McFlurry in scorching temperatures. Created and conceived by ad agency JCDecaux, the heat sensitive billboard offered more than 100 complimentary ice cream treats to Dutch consumers in Amsterdam.
Once the heat reactive panel sensed the weather outside reaching 38.6 degrees Celsius, a glass shield lifted up, allowing people to grab a cup representing a free McFlurry. People could then go to a nearby McDonald's restaurant to fulfill their order and claim their giveaway.
The seasonal campaign is an excellent example of how the fast food chain's Netherland counterpart tried to take advantage of recent events by keeping customers cool (literally) throughout a heat wave in Europe just a few weeks ago.
Once the heat reactive panel sensed the weather outside reaching 38.6 degrees Celsius, a glass shield lifted up, allowing people to grab a cup representing a free McFlurry. People could then go to a nearby McDonald's restaurant to fulfill their order and claim their giveaway.
The seasonal campaign is an excellent example of how the fast food chain's Netherland counterpart tried to take advantage of recent events by keeping customers cool (literally) throughout a heat wave in Europe just a few weeks ago.
Trend Themes
1. Interactive Billboards - Creating heat-sensitive billboards that interact with the weather conditions presents an opportunity for brands to engage with consumers in a unique and memorable way.
2. Experiential Marketing - Using interactive initiatives like the heat reactive billboard can create memorable and engaging experiences for consumers, leading to increased brand loyalty and awareness.
3. Weather-responsive Advertising - Leveraging weather-responsive technology in advertising allows brands to provide relevant and timely promotions, enhancing consumer engagement and driving sales.
Industry Implications
1. Advertising - The advertising industry can incorporate heat-sensitive billboards and weather-responsive technology to create innovative and captivating campaigns for their clients.
2. Fast Food - Fast food chains like McDonald's can explore heat reactive billboards to attract customers during hot weather conditions and generate excitement around special promotions.
3. Outdoor Media - The outdoor media industry can embrace heat-sensitive and weather-responsive billboards to offer advertisers new and attention-grabbing ways to connect with their target audience.
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