PICK N PLAY by DDB Stockholm for McDonald's

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PICK N PLAY

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Industry Fast food
Media Print, Magazine & Newspaper
Market Sweden
Agency DDB Stockholm
Executive Creative Director Andreas Dahlqvist
Art Director Fredrik Simonsson, Gustav Holm, Lisa Karlsson
Copywriter Daniel Vaccino, Magnus Jakobsson, Martin Lindestaf
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Products Bronze
Mobile Lions Use of Multiple Screens or Networked Mobile Technology Bronze

Credits & Description

Type of entry: Creative Use Of Technology
Category: Use of Multiple Screens or Networked Mobile Technology
Advertiser: McDONALD'S SWEDEN
Product/Service: PIES, ICE CREAM AND MILKSHAKES
Agency: DDB STOCKHOLM, SWEDEN
Advertiser McDONALD'S SWEDEN
Product PIES, ICE CREAM AND MILKSHAKES
Entrant DDB STOCKHOLM, SWEDEN
Type of Entry: Creative Use Of Technology
Category: Use of Multiple Screens or Networked Mobile Technology
Title: PICK N PLAY
Advertiser/Client: McDONALD'S SWEDEN
Product/Service: PIES, ICE CREAM AND MILKSHAKES
Entrant Company: DDB STOCKHOLM, SWEDEN
DM/Advertising Agency: DDB STOCKHOLM, SWEDEN
Copywriter: Magnus Jakobsson (Ddb Stockholm)
Copywriter: Daniel Vaccino (Ddb Stockholm)
Copywriter: Martin Lindestaf (Ddb Stockholm)
Art Director: Fredrik Simonsson (Ddb Stockholm)
Art Director: Lisa Karlsson (Ddb Stockholm)
Art Director: Gustav Holm (Ddb Stockholm)
Account Director: Johan Thunmarker (Ddb Stockholm)
Account Manager: Lina Tuikka (Ddb Stockholm)
Web Producer: Merwan Maaruf (Ddb Stockholm)
Technical Director: Andreas Andersson Fabbe (Ddb Stockholm)
Back End Developer: Anders Andersson (Ddb Stockholm)
Font End Developer: Alexander Ekman (Ddb Stockholm)
Flash Developer: Joel Blanco Berg (Ddb Stockholm)
Motion Graphics Artist: Eskil Lundberg (Ddb Stockholm)
Graphic Designer: Pärmartin Jonsson (Ddb Stockholm)
Executive Creative Director: Andreas Dahlqvist (Ddb Stockholm)
Brief Explanation
The objective of the campaign was to offer an innovative and fun incentive to visit McDonald’s and rediscover the same old favorites once again. A cup of coffee, a cheeseburger or a McFlurry. In short; we wanted to give people a reason to keep lovin´ it. Using a digital billboard in central Stockholm, we created an interactive challenge where you could pick and play for your favorite McDonald's goodie. Steer the paddle by using the touch-screen on your Smartphone, as you follow the game in real time on the big screen. Combining JavaScript, HTML5 and the phones Geo-location we made it possible to interact with the screen without having to download any applications.
If you lasted 30 seconds you won your goodie of choice and a digital coupon was sent to your phone with directions to collect your prize at the nearest McDonald's. Pick n´ Play became a big hit as the interactive challenge re-boosted the fun in McDonald’s. The premiere weekend we attracted 460 players during 5 hours; which resulted in 400 cashed-in coupons and a record-sale (the best Saturday of the year) for the closest McDonald’s restaurant. And that was just the beginning. The events went on to create longer lines, lots of engagement and lots of publicity both for McDonald’s in Sweden and internationally. Pick n Play reached 430 000 views on YouTube, 1000s of tweets, millions of Google-hits and has been mentioned all over the net ranging from tech-blogs to The Independent UK and pretty much everything in between.