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.