Digital McNugget
I’m a bit late on this, but it keeps popping up and it’s one of the best pieces of thinking I’ve seen for a while. If you haven’t seen it already McDonald’s (thanks to Leo Burnett) has a dynamic billboard at Piccadilly Circus that leverages the simple (and fairly common) human desire to interact with an environment in photos. The billboard randomly flashes images like umbrellas, bouncing soccer balls, dumbbells and thought bubbles etc. Passers-by interact with images (at arguably London’s most photographed location) by positioning their head and/or arms in just the right spot and then simply getting someone else to take a photo for the folks back home:
What I love about this work is the use of digital/a good idea to engage, influence behavior and create an intimate (two tiered) brand communication. What I mean by that is: sign presents photographic opportunity, people engaged in said opportunity have positive brand experience, viewers of photos have positive (personal) brand experience.
Very, very smart.
Lovin’ it.*
*(Sorry)
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