Ξ Most digital-media marketing claims to be interactive but isn’t. “Tell us why you love our brand” is a one-way street. But a recent digital effort for McDonald’s in Sweden shows how digital technology can be used to engage and entertain.
A digital billboard in a Stockholm square invited passers-by to “Pick ‘n Play” games and win McDonald’s food. Playing didn’t require downloading an app; instead, people with smartphones could access the Web and go to www.picknplay.se. Your phone’s geo-location tool verified you were in the game area. People then could play Pong-like games on their phones and also see their game on the digital billboard. Win the game and a digital McDonald’s coupon was sent to your phone. The promotion, first reported by TNW, was developed by the Stockholm office of McDonald’s lead global agency DDB, which created this video about the promotion. Two years ago, McDonald’s made headlines with an interactive billboard in London’s Piccadilly Circus.
Ξ Always looking on the positive, proactive side, McDonald’s mush-discussed Australian coffee campaign turns out to be light on the “We’re sorry” and heavy on the “We promise to do better.” The bottom line remains recognition that many consumers don’t like the McCafé coffee. The chain now is issuing a guarantee: If consumers don’t their McCafé coffee, it will be replaced. Press reports hinted that a stronger message was brewing.
Ξ Laurent Tourondel has regained the right to use the BLT name, Crain’s New York Business reports. When Tourondel and former BLT Restaurant Group partner Jimmy Haber split, Haber controlled the restaurants, including BLT Burger, BLT Steak and others. A federal judge ruled Chef Tourondel—who has opened LT Burger in Sag Harbor, Long Island—can use BLT (originally denoting Bistro Laurent Tourondel). Haber will announce a new restaurant company, ESquared Hospitality.
Ξ It’s Coca-Cola’s 125th anniversary and the company has gone a little crazy with promotional glassware. In 13 Asian markets, McDonald’s is offering Coke-can-style glasses, which it previously gave out in Europe. There’s another, more-retro Coke glass (at left) on offer at McDonald’s in Finland. But if you want to be really cool, you go to Spain or Italy where the funky new “upside-down” Coke glasses (at right) are premiums at McDonald’s. Collect ’em all!
Ξ I don’t usually do celebrity gossip but there’s talk of a pre-nup agreement before the NBA player Kris Humphries and professional celebrity Kim Kardashian tie the knot, and my guess is it could involve reaching agreement on their favorite burgers. Kim has done commercials for Carl’s Jr. and Humphries and his father own Five Guys restaurants in Minnesota.