McDonalds give billboards a digital lease of life
Traditionally billboards are boring and largely ineffective when it comes to advertising.Â People barely glance at them when passing by and they contribute very little in creating awareness. In an attempt to inject new life into billboard advertising,Â McDonald’s have turned to the classic game of Pong.
This outdoor campaign (OOH) from McDonaldâ€™s byÂ DDB StockholmÂ is one of the best examples of engagement marketing we have seen in some time.Â With this campaign, we feel McDonald’s has a winner on their hands.Â The lesson here for marketers is to resist theÂ temptationÂ to over complicate campaigns and consider what GamificationÂ can do for your business.
Gamification is a big buzz word within the digital media community. GamificationÂ is the use of game mechanics in areas not associated with games such as online shopping, survey completion or billboard advertising in this case.
In this instance passerby’s are invited to playÂ Pong on a large interactive billboard. Not only does the billboard grab people’s attention, the game provides successful player’s with digital coupons. It’s then possible to use these coupons in nearby stores. These coupons significantlyÂ increase the likely of new business for McDonald’s.
This campaign offers a far betterÂ experienceÂ thanÂ Living SocialÂ or Facebook Deals.Â Whatâ€™s even better is you donâ€™t even have to download an app to play as the game is web based. However you do need a smart phone.
McDonald’s got this campaign right on a number of levels by keeping it simple. They resisted the temptation ofÂ placing unnecessaryÂ barriers infront of the consumerÂ such asÂ choosing aÂ complicated game or forcing people to install apps.Â Instead, theyÂ focussed their attention on creating a great user experience with a strong promotional offer. McDonad’s has brought new life to billboardÂ advertisingÂ by demonstrating the power of Gamification in the real world.
So hereâ€™s to Pong and free food. Now prepare to pile on those pounds and become the next giant Billboard.