McDonalds has a long history of creating spectacular ad campaigns. It’s a skill the company has honed to a keen edge indeed, and with each new campaign, the company seems to be improving further.
Case in point: McDonalds Sweden recently launched a new “food truck” ad campaign that attempts to capture some of the magic of food trucks and street food culture, generally.
They’ve done this by modifying billboards likely to attract food traffic by adding wheels and making them appear at first glance to be a miniature food truck.
If a viewer walks up and scans a QR code, a screen on the “food truck” will activate, and the viewer will be greeted by a virtual chef, who will prepare a sandwich for you (in this case, the company is advertising their new fried chicken sandwiches, so that’s what the chef will make for the viewer).
When the sandwich is finished, the chef seems to hold it up to the viewer, and while this is happening, a slot in the machine spits out a paper coupon that the viewer can take to McDonalds (the food truck billboards are all located physically near a McDonalds location) and get the sandwich in question.
The idea takes something McDonalds isn’t known for, namely, street food culture, and begins to mesh with it, creating something unique.
While food is a natural pairing, there’s nothing to keep many other types of businesses from doing something similar. It’s a fascinating, expertly rendered idea that has, and continues to spark a global conversation about the brand and the campaign strategy more generally.
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