One Collectible Cone. Endless ice cream. One day to claim.

We installed an 11,000 pound ice sculpture in Union Square. Frozen inside were over a 100 collectible cones. These cones unlocked free ice cream at McDonald's every Friday for summer.

People could wait for the ice to melt or use keys, cell phones, or other props to free their cones. People were creative—one woman even used part of her baby stroller to free her cone. In addition to the ice sculpture, we gave away swag, had a GIF-making booth, an ice cream truck, and a standee where people could pose to look like an ice cream cones.

If people were short on time, they could request a collectible cone in the Uber app by tapping the “Free Ice Cream” button. In 10 cities across North America, branded ice cream trucks were on standby to deliver the goods.