I remember one of my first sightseeing walks when I arrived to London in September of 2009. I was walking by Picadilly Circus when I suddenly see a bunch of people taking pictures of themselves in front of the massive wall of lights and colour that distinguish this famous landmark. When I realised what the huge digital and interactive banner consisted in
I was completely shocked for it's originality and it's extremely fun way to engage with people!
This campaign consists in displaying changing images on this huge digital bilboard located in Picadilly Circus. In the banner, they display all kinds of activities which the audience on the street can actually physically interact with. Some famous examples are the images designed to fit into original pictures, and the paper, rock or scissors game.
I think this campaign is very creative and very smart in many ways. One of them is the prime location to action it: Picadilly Circus is one of the key landmarks tourists usually want to see when they visit London; McDonald's know how many tourists snap pictures of that same spot every day, probably thousands!
Moreover, it's crazy to think how many of these people will put these pictures online and share it with all their friends and family! Even if they don't directly participate by engaging with the ads, McDonald's logo an image will appear in every single one of them. McDonald's have taken good advantage from this by placing ocassional McDonald's photographers who snap your picture and then invite you to look for it on McDonald's website; this strategy can be a great tool to attract online audiences.
Finally, the colorful and playful nature of the ads makes it really fun to interact with! People keep engaging with them because they genuenly have fun, it makes the sighseeing experience more original and trascendent, since it stays in the pictures.
I was completely shocked for it's originality and it's extremely fun way to engage with people!
This campaign consists in displaying changing images on this huge digital bilboard located in Picadilly Circus. In the banner, they display all kinds of activities which the audience on the street can actually physically interact with. Some famous examples are the images designed to fit into original pictures, and the paper, rock or scissors game.
I think this campaign is very creative and very smart in many ways. One of them is the prime location to action it: Picadilly Circus is one of the key landmarks tourists usually want to see when they visit London; McDonald's know how many tourists snap pictures of that same spot every day, probably thousands!
Moreover, it's crazy to think how many of these people will put these pictures online and share it with all their friends and family! Even if they don't directly participate by engaging with the ads, McDonald's logo an image will appear in every single one of them. McDonald's have taken good advantage from this by placing ocassional McDonald's photographers who snap your picture and then invite you to look for it on McDonald's website; this strategy can be a great tool to attract online audiences.
Finally, the colorful and playful nature of the ads makes it really fun to interact with! People keep engaging with them because they genuenly have fun, it makes the sighseeing experience more original and trascendent, since it stays in the pictures.
You are absolutely right, this type of advertising campaign is very clever, because it is not an ad that people might get bored because they have seen it several times, and its always the same. On the contrary the public engage with the ad, since every week they have new backgrounds images with which you can take a photo. So every time people have the opportunity to pass by this display they will be curious to see if there is any new image, and it's that interest, and curiosity of people which make that banner popular and long-lasting. Great ad! I have taken a few pictures there as well.
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