McDonald’s Sweden has converted digital-out-of-home (DOOH) billboards into digital food trucks as the brand looks to promote its new Crafted Chicken burger.
Dreamt up by creative agency Nord DDB, the campaign allows the public to scan a QR code to receive a free taste of the chain’s new burger.
Once the code is scanned the chef inside the digital food truck prepares a coupon for the restaurant chain’s new burger which is then sent directly to the McDonald’s app. The visitors would then complete the order in the app and pick up their food in the nearby McDonald’s restaurants.
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“Our new burger is inspired by the rustic and tasty street food culture, both in terms of how it is prepared and seasoned. Therefore, it felt fun to really go all in and create a food truck as well, but in a modern and digital way,” McDonald’s Sweden marketing director Staffan Ekstam said.
The news comes a month after McDonald’s UK unveiled its latest ad ‘Fancy a McDonald’s?’ directed by Hot Fuzz and Shaun of the Dead filmmaker Edgar Wright. The director was recruited by the fast-food giant and creative agency Leo Burnett UK to create a short film for TV.
