McDonald's created this over-sized vertical billboard to promote its 1,000 convenient drive-thru locations -- compared to Burger King's 20. In a recent act of playfully competitive fast food marketing, this billboard was erected in France by the 'TBWA' agency.
Located on a highway, the agency placed two billboards side-by-side. The smaller, more simplified billboard read "McDonald's -- 5 km." The second, vertical billboard read "Burger King -- 258 km." Below, the Burger King logo was a list of directions that advised drivers with detailed instructions on travelling to a Burger King drive-thru.
The clever marketing campaign combines humor with a little but of industry competition. Since McDonald's and Burger King are industry rivals, the restaurant chain suggests that it's drive-through is a smarter and simpler choice for fast food fans.
What Makes This Trend Stand Out
- Vertical Billboards
- The use of vertical billboards in marketing campaigns to create playful competition and attract attention to brands.
- Location-based Marketing
- The use of location-specific messaging in outdoor advertising to highlight the convenience and accessibility of a brand's offerings.
- Humorous Advertising
- The use of humor in advertising campaigns to engage and entertain customers while promoting brand rivalry.
Sectors Adopting This
- Fast Food
- Opportunity for fast food chains to leverage location-based advertising and humorous campaigns to attract customers and position themselves as more convenient choices.
- Outdoor Advertising
- Opportunity for outdoor advertising agencies to create unique and attention-grabbing campaigns through the use of vertical billboards and location-based messaging.
- Marketing and Advertising Agencies
- Opportunity for agencies to develop creative and humorous campaigns that playfully highlight the competitive advantages of their clients over industry rivals.
