# Playful City Installations McDonald's Shares 24 Gifts of Joy in 24 Cities Around the World By Laura McQuarrie | Published 2015-04-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/gifts-of-joy References: [creativeguerrillamarketing](http://www.creativeguerrillamarketing.com/guerrilla-marketing/mcdonalds-24-gifts-in-24-cities-in-24-hours-are-you-lovin-it/) Appealing to the big kid in everyone, [McDonald's](https://www.trendhunter.com/trends/mcdonalds-side-missions) sent out 24 gifts of joy to [24 global cities](https://www.trendhunter.com/trends/international-heist-menu) over the course of 24 hours on March 24th. Rather than delivering one-size-fits-all gifts, McDonald's created 24 unique experiences to ship to each city. For instance, the streets of Madrid were turned into a platform for a [gigantic puzzle](https://www.trendhunter.com/trends/outdoor-advertising-campaign), while the people of Sydney were invited to jump into a coffee cup-shaped ball pit. As a massive global campaign, #Imlovinit24 saw over 40,000 social mentions in the first day alone, which is about 850 times higher than daily averages. Although there were some gifts of joy that involved giving away McDonald's goods in creative ways, many of the experiences could be adopted by other brands to encourage a similar sense of play. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 22% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Experiential Marketing:** Companies can create unique and interactive experiences to engage with consumers and drive social media buzz, similar to the McDonald's #Imlovinit24 campaign. - **Playful Branding:** Brands can incorporate playful elements into their branding and marketing strategies to appeal to consumers' inner child, as seen in McDonald's gift of joy campaign. - **Customization:** Tailoring experiences to specific locations and demographics can enhance engagement and create more personalized connections with consumers, like McDonald's did with their 24 unique experiences. ### Industries Being Reshaped - **Fast Food:** Fast food companies can explore more experiential marketing tactics and playful branding to differentiate themselves and create buzz. - **Entertainment:** Entertainment companies can use customization and interactive experiences to build excitement and anticipation for upcoming events or projects. - **Tourism:** Tourism companies can create playful and customized experiences for different cities and attractions to attract and engage more visitors. ## Related on Trend Hunter - [QSR Summer Pop-Ups](https://www.trendhunter.com/trends/mcdonalds-mexico.md) - [Gamified Fast Food Challenges](https://www.trendhunter.com/trends/mcdonalds-side-missions.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [Nostalgic QSR Miniature Experiences](https://www.trendhunter.com/trends/happy-meal-collectibles.md) - [Interactive Digital QSR Experiences](https://www.trendhunter.com/trends/mcdonaldland-vr.md) - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md) - [Perks-Filled Activations](https://www.trendhunter.com/trends/really-good-mood-machine.md) - [Global Flavor Collections](https://www.trendhunter.com/trends/the-world-heist-menu.md) - [Retro QSR Meal Revivals](https://www.trendhunter.com/trends/mcdonaldland.md)