How McDonald's, the creative giant, plays with outdoor advertising

Variety of billboards

Last summer, McDonald's launched two new summer products in the UK, "Strawberry Lemonade" and "Frappe Latte". To promote new products, billboards near McDonald's stores were turned into thermometers. When the temperature rises above 22 degrees Celsius, the billboard will promptly push two cold drinks; when the temperature drops, the billboard will switch to other advertising content.

The excellence of this billboard lies in that it can accurately grasp the pain points and guide consumption when people are suffering from high temperatures. And it automatically switches the advertising content when it is not needed, which greatly controls the advertising costs.

McDonald's billboards can even read your mind and know what you're thinking. After McDonald's launched its new "Big Mac" burger, it conducted an interesting offline interactive promotion in London.

When people walk under this billboard, an idea will pop up in their heads: "The Big Mac I've been dreaming of." This interesting little change made consumers very happy and they took photos and shared them. Therefore, this offline promotion also brought good online communication effects.

In Sweden, the usage rate of electric vehicles has increased rapidly, but the construction of supporting charging station facilities has not kept up. The problem of finding charging stations when going out troubles many people. To solve this problem, McDonald's billboards turned into signposts.

Variety of road signs

Ordinary road signs have become a marketing battlefield in the hands of the big boss McDonald's, and his ever-changing road signs are full of creativity.

The most classic case is the "dismemberment" of the logo.

This outdoor advertisement for McDonald's Canada was created by creative agency Cossette and won the Grand Prix at the 2018 Cannes Outdoor Advertising Awards.

This outdoor advertisement is extremely simple and uses McDonald’s classic red and yellow color combination to attract the attention of passers-by. The wonderful thing about this work is that it boldly breaks down the brand logo into different parts, leaving only one piece exposed and adding corresponding directional copy, which is thought-provoking.

LOGO

The ad, launched on McDonald's Big Potato Day, was created by the company We Are Unlimited and photographed by photographer Mark Seliger to encourage consumers to share food and love. McDonald's invited many models of different skin colors, ages and genders to work together to use hand gestures to form the iconic "Golden Arches".

This set of advertisements was promoted through a wide range of channels, including outdoor advertisements, official Twitter accounts, restaurant posters, and even in Times Square. In this era that encourages people to seek common ground while reserving differences, McDonald's move demonstrates its corporate attitude and is very appealing.

Variety of products

Your girlfriend

Individual cases