Reports today shared a new form of Advertising in Stockholm, Sweden. Advertisers have created a campaign for McDonalds called the "Pick-n-play".Check out the movie of the new release here:
This creation involves a huge screen, a game, and players, all in the streets of high-traffic Stockholm. The neatest part is that it is interactive. Any passerby is invited to use their mobile phones as controllers; no app download is required.
The game works by each player electing to be one side or "paddle" of the ping pong board. Then, they choose their favorite McDonalds treat. If they last more than 30 seconds, they score a coupon for free food.
Though reports were just released today, already the success is said to be incredible. Viewers, consumers, we as an audience love to be entertained. Therefore, these designers used clever creativity to captivate their target audience successfully.
A similar method was used previous to this one, this one entitled "catch the goodies". http://creativity-online.com/work/mcdonalds-catch-the-goodies-get-the-goodies/19732
As this video shows, contestants simply need to capture a picture on their cell phone from the ones playing on the screen. Then when they take it to McDonalds, they receive that item for free.
For this generation of indivduals, audiences are lured primarily via electronic equipment. Therefore, McDonalds capitalization on phones, itouches, and ipads, is quickly effective. As seen in the movies, crowds gather both to watch and play in these games. Therefore, the advertising is effective on multiple levels.
As this continues to be successful, Stolkhom may invest in additional locations for "pick-n-play".
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