A new digital billboard was installed in the busy intersection in the heart of Bukit Bintang, a popular shopping district in Kuala Lumpur, where temperatures can rise to above 100°F. The area has a high level of foot traffic, but is saturated with competing display advertising. However, the billboard is the first in the area that offers always-on Internet connection to advertisers, which presented an opportunity for Arc Worldwide, a digital agency for McDonald’s, to experiment with a connected and interactive experience.
McDonald’s Save the Sundae Cone campaign had a McDonald’s Sundae Cone on the digital billboard, which was slowly melting in the heat of the city. To “save” the sundae cone, the audience needed to spin a giant fan that would ‘cool’ the sundae cone and ‘un-melt’ it. They did this by spinning a mini-fan, which was accessed through their mobile device’s web browser. At the end, participants were given a voucher on their smartphone to be redeemed at a McDonald’s across the street for a free sundae cone.