In the Netherlands it’s getting hotter than it’s ever been and the Dutch do anything to stay cool. Will the heat record of 38.6 degrees be broken today at the Damrak in Amsterdam? The ultimate moment to cool down with a McFlurry.

At the Dam square in Amsterdam we rebuild a specially designed billboard with a built-in temperature sensor, controlling a mechanism that opens the billboard when the record high temperature of 38.6 degrees celsius is reached. Every cup in the billboard represents a free McFlurry at McDonald's. People passing by could take this cup to the nearest McDonald's and fill it up with delicious free McFlurry-icecream. We created a case film to spread online.

Together with our media partner JCDecaux, we rebuild a billboard into a heat sensitive billboard that opened automatically at the record temperature. The location of the billboard was strategically chosen near a McDonald's in the busy city centre of Amsterdam. We build the billboard in the early morning and immediately attracted the attention of passersby. In the afternoon, the big moment was there! A couple of hours later, the viral went online to quickly make the news. We could only make this a succes by acting extremely fast.

Within a day we earned 400.000 views via different websites, blogs social media. The case film proved its viral power, relevance and originality. Not only the moment itself was a success. McDonalds warm gesture was greatly appreciated by leading international creative weblogs and magazines. Also the general public responded enthousiastic and spreaded the stunt on their social media accounts.

It started very small, but it quickly gained attention all around the world.

That’s how McDonalds cooled down 100 people but warmed the hearts of many many more.