McDonald's Stockholm Lets Youth Trade in Bags of Recycled Cans For Burgers
Alyson Wyers — September 2, 2014 — Eco
References: ddb.se & designtaxi
In an eco-conscious marketing move, McDonald's Stockholm is letting you pay for food with recycled cans. The interactive initiative was conceived and designed by advertising agency DDB Stockholm to encourage young people to clean up the area around them and care for the environment.
By collecting discarded cans customers can fill up a bag with a specified amount to get free burgers. For ten recycled cans you can get a cheeseburger or hamburger, while 40 cans get you a Big Mac. The recycling bags are attached to billboards strategically placed near areas young people are likely to congregate near.
According to the Swedish fast food chain, which now accepts "cards, cash and cans," the campaign appeals to cash-poor youth to help deal with summer-specific garbage after festivals and outdoor parks become popular.
By collecting discarded cans customers can fill up a bag with a specified amount to get free burgers. For ten recycled cans you can get a cheeseburger or hamburger, while 40 cans get you a Big Mac. The recycling bags are attached to billboards strategically placed near areas young people are likely to congregate near.
According to the Swedish fast food chain, which now accepts "cards, cash and cans," the campaign appeals to cash-poor youth to help deal with summer-specific garbage after festivals and outdoor parks become popular.
Trend Themes
1. Recycling-based Payment - Opportunity for businesses to incentivize consumers to recycle and contribute to sustainable initiatives by accepting recycled materials as payment.
2. Interactive Marketing - The use of interactive marketing to educate and engage young consumers on sustainable practices and eco-friendly lifestyles.
3. Strategic Placements - Placement of innovative and eco-friendly billboards to attract and target younger audiences through strategic placement near popular areas where personal interaction is needed.
Industry Implications
1. Fast Food Industry - Opportunity for fast-food restaurants to adopt creative marketing techniques that promote sustainability and cultivate social responsibility within young, eco-conscious target markets.
2. Recycling Industry - Enhancement of recycling industries through creative partnerships and collaborations with fast-food chains to promote environmental sustainability while also increasing financial gains.
3. Advertising Industry - Opportunity to develop and design innovative advertising campaigns that promote sustainable practices while also increasing brand awareness and targeting younger, eco-conscious audiences.
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