DIY hairstyling has become a necessity in the pandemic, and now McDonald's is giving people a helping hand with a virtual barber shop. The only thing is, it requires you to have your hair cut in the shape of the Golden Arches.
The fast food giant's Swedish arm and agency Nord DDB say they have jumped on the trend of people wearing their hair in floppy '90s-style partings—think David Beckham or Leonardo di Caprio back in the day—that resemble its famous logo. (The more recent trend has been led by K-pop favorites BTS. )
People can book virtual consultations with influencer hairstylist Adam Lukacs at the pop-up "Golden M" barber shop in Stockholm, which opened this past weekend, to style the ultimate Golden M cut. (People took part in the session from home after booking via a website, but Lukacs worked from the actual shop and people could see him at work when they walked past.) The virtual salon was fully booked within two hours of the launch.
There's also a fun interactive element. Nord DDB has developed a "Golden M detector" mobile app that uses AI to identify the haircuts in photos that people share. If the correct Golden M is detected, they are rewarded with a Big Mac; if not, they're advised to visit the campaign site to find out how to get one.
“When we realized that people were wearing our Golden Arches, we had to act," said Staffan Ekstam, marketing director at McDonald’s Sweden. "We started the M Barber Shop not only to guard our Golden M, but also to claim it once and for all. The salon is a celebration dedicated to our beloved ambassadors—a helping hand to guide them on how to keep their M’s in perfect trim, even when we can’t move around as freely as we usually can." Why didn't McDonald's think of this 25 years ago?