In outdoor media we created solutions where each panel guided the customer to the closest Big Mac. At train stations we connected the digital screens to the actual electronic timetable to tell passengers how many minutes they have left to enjoy a Big Mac before the train leaves for their destination, e.g. “The train to Stockholm leaves in 23 minutes – Welcome in for a Big Mac while you wait”. In digital media, on Sweden’s most visited house hunting site, Hemnet, we showed through dynamic ads how close different apartment listings were to the nearest McDonald’s, or more specifically, a Big Mac. On Blocket, Sweden’s equivalent to E-Bay, we created specially adapted banners saying “Welcome in to a totally unused Big Mac”.

During the promotion, Big Mac sales increased by a staggering 29%... and without any price discount! The outdoor part of the campaign was the most noticed campaign in 2013 of all national outdoor campaigns of equal size according to the leading outdoor provider