McDonald's Had an Idea

In London, Letting Consumers Play With Its Outdoor Ads

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McDonalds

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Piccadilly Circus is London's equivalent of New York's Times Square -- right at the heart of the city and filled with brands' digital billboards, each clamoring for attention. Some 1.1 million Londoners and tourists pass through each week. McDonald's installed a sign that encourages passers-by to interact with images displayed on a giant LED screen. A series of images ranging from hats to speech bubbles to idea clouds are shown on the billboard. People in Piccadilly Circus can then position themselves for photos to make it look as though they are wearing a hat, saying something or having an idea. The resulting images are then spread virally through social-networking sites.

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