Piccadilly Circus is one of the most attractive sightseeing spots in London with about 1.1 million Londoners and tourists passing through each week. The fast food chain Mc Donald’s has installed a big LED screen with a brilliant interactive marketing idea right at Piccadilly Circus which is filled with brightly flashing billboards,. The screen shows different images like a hat, an umbrella or speech bubbles etc. Passers-by can now position themselves in front of the screen to make it look as though they are wearing a hat, carrying an umbrella or having an idea –and take funny pictures of it. The advantage of the campaign is not only the fact that each of these photos will show the Mc Donald’s logo but also, that the people are furthermore encouraged to spread their funny pictures on the web on platforms like Flickr, YouTube or Facebook. Take a look!

PROS:

Funny idea

Viral spread

Positive connotation with the brand

Outstanding in an environment of a large number of billboards

CONS:

Not suitable for every location

Acquisition costs of the LED screen and maintenance costs