As part of a recent interactive initiative from McDonald's, people were able to get a free McFlurry in scorching temperatures. Created and conceived by ad agency JCDecaux, the heat sensitive billboard offered more than 100 complimentary ice cream treats to Dutch consumers in Amsterdam.
Once the heat reactive panel sensed the weather outside reaching 38.6 degrees Celsius, a glass shield lifted up, allowing people to grab a cup representing a free McFlurry. People could then go to a nearby McDonald's restaurant to fulfill their order and claim their giveaway.
The seasonal campaign is an excellent example of how the fast food chain's Netherland counterpart tried to take advantage of recent events by keeping customers cool (literally) throughout a heat wave in Europe just a few weeks ago.