On March 12, 2011, a larger-than-life nautical McDonald's Shamrock Shake produced by Leo Burnett shared in the Chicago River dyeing tradition. Created for McDonald's Operators of Chicagoland and Northwest Indiana (MOCNI), the The Leo Burnett McDonald's Shamrock Shake cruised up and down the Chicago River as thousands of spectators watched the 12-foot cup, tipped on its side with minty green shake material pouring out, giving the impression that it was dyeing the river.
A giant, domed lid (measuring in at 4 feet x 8 feet) and straw (8 feet) sat alongside the cup on top of a 192-square-foot deck (24 feet x 8 feet). The lid, straw and cup--complete with a cherry and whipped cream--weighed an incredible 1,000 pounds. The Leo Burnett McDonald's Shamrock Shake's journey between the Columbus and Wabash Avenue bridges lasted for approximately 1 hour.
Photo credits: Jeff Schear
Photographer: Jeff Schear
CCO: Susan Credle
ECD: John Montgomery
CDs: Brian Shembeda/Avery Gross
AD: Tim Ratchford
CW: Jason Curry
Executive Producer: Denis Giroux
Producer: Denis Giroux
Production Company: Gaffney Films
Why This Trend Is Growing
- Giant Promotional Displays
- Businesses can create excitement and engage audiences by using larger-than-life promotional displays like the Leo Burnett McDonald's Shamrock Shake.
- Event Marketing
- Event organizers can enhance their marketing efforts by incorporating unique and visually striking experiences, such as dyeing a river with a giant McDonald's Shamrock Shake.
- Creative Brand Activations
- Brands can generate buzz and increase brand awareness by executing innovative and unconventional brand activations, like the Leo Burnett McDonald's Shamrock Shake in the Chicago River.
Industries Being Reshaped
- Promotional Products
- Promotional product companies can find new opportunities by offering custom-designed, attention-grabbing displays for businesses.
- Event Planning
- Event planning companies can differentiate themselves by providing out-of-the-box marketing strategies that incorporate memorable experiences for attendees.
- Creative Advertising
- Advertising agencies can pitch disruptive and attention-grabbing brand activation ideas, like transforming a famous landmark to promote a product.
