We thought: why don’t we seduce our target with a sensorial experience just seconds before doing a purchase? That’s why we used the smoke coming out of the grill and use it as a projection screen. It not only looked great but also smelled as well, images and messages of the Angus Burger were projected on the smoke screen every time a new batch of hamburgers was made with messages such as: “The Angus are ready”, “Mmmmm”, “Smells good, tastes better. Angus”, etc. These projections were made at McDonald’s all over the island in high-traffic areas.

This promotional effort drove an estimated 19% more clients to McDonald’s on every projection night. Angus Burger sales exceeded the client’s forecast by 22%.