Summer is the best time of year to cool off with a McDonald's ice cream, but in somewhere as hot as Malaysia, you have to be quick or else the refreshing treat will just melt away before you can enjoy it. To raise awareness on the endangerment of ice cream cones during the summer months, the Leo Burnett ad agency created the interactive 'Save the Sundae' campaign for McDonald's.
A big ad was set up in a major shopping district and on it was an image of an ice cream cone, slowly melting away. To save the ice cream, people could use their smartphones to spin a small fan and virtually cool the ice cream. As a reward, they were given a voucher for a free McDonald's ice cream—but this was also "melting" and they had to run to the nearest McDonald's quickly and redeem it before time ran out.
Interactive Melting Advertisements
Virtually Cooling McDonald's Ice Cream Ad Promises a Treat
Trend Themes
1. Interactive Advertising - Innovative advertising through interactive and engaging experiences using digital technology.
2. Gamification - Incorporating elements of gaming into marketing strategies as a way to increase customer engagement and loyalty.
3. Augmented Reality - Integrating virtual elements into real-world environments through mobile devices to create immersive and personalized experiences.
Industry Implications
1. Fast Food - This innovative advertisement campaign shows how the fast food industry can use interactive and engaging experiences to promote their products.
2. Advertising - Interactive advertising techniques can be used to disrupt traditional advertising methods and create new ways of engaging with customers.
3. Mobile Technology - Augmented reality and gamification techniques can be used to create unique and personalized experiences for customers using mobile devices.