McDonald’s Canada Trials Digital Fries Game
Gail Chiasson, North American Editor
McDonald’s Canada recently installed a digital display in Toronto’s Dufferin Mall that lets shoppers engage with the screens using their smartphones for a chance to win a medium order of fries.
The screens show an oversized box of McDonald’s fries, and invite two shoppers at a time to compete for a real box of their own fries by typing in a unique URL on their smartphone browser.
Once connected to the digital screen, competitors must repeatedly swipe down on their phone to move the fries from the big screen onto their phone. As the game progresses, competitors and onlookers can see the virtual fries fly out of the box on the digital screen.
If the competitors successfully fill their virtual fry box within 10 seconds, they receive a mobile coupon that can be redeemed for a free order of fries at either of McDonald’s two Dufferin Mall locations.
The campaign is only running for about a week as a test so that McDonald’s can judge interest and engagement. In the first two days, it garnered approximately 100 interactions.
Cossette Toronto developed the campaign in partnership with RadiantGroup Media, a Toronto firm specializing in digital advertising.
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