As the pioneer in the fast food world, McDonald’s always creates great new burgers. For the launch of their latest innovation, the client briefed us, to come up with an outstanding teaser event one week before the actual launch in the restaurants to get people talking about our new burger.

Take-overs are always a great way to stir buzz. But so far they have only been done online. Our idea was to take the take-over into the real world and the Allianz Arena was the perfect fit. It is one of the most iconic buildings in Germany, it belongs to the FC Bayern Munich, the most famous soccer clubs in Germany, and is shaped like a burger.

For three days 300.00 LEDs transformed the 26.000 square meter facade of the stadium into a giant burger, creating the largest outdoor advertising ever at one of Germany’s busiest freeway interchanges. This event was combined with an interactive social media component, where people could shut the burger down by sharing pictures of it and thus seemingly eat the giant burger.

For three days 300.00 LEDs transformed the 26.000 square meter facade of the stadium into a giant burger, creating the largest outdoor advertising ever at one of Germany’s busiest freeway interchanges.