McFlurry Billboard

A CREATIVE OOH EXPERIENCE

Celebrating 21 Years of McFlurry!

The Challenge

McDonald’s wanted to celebrate the 21st anniversary of the iconic McFlurry by giving away free samples to passers-by in a high footfall Central London location.

Demographic Young Adults

Location London, UK

Duration 4 Days

Objective PR and Sampling

This image features a person’s arm reaching out holding a McFlurry ice cream, while their other arm takes a photo of the McFlurry with an iPhone. In the background, a large McDonald's-branded billboard is visible.

A long shot of a large white billboard that reads, 'Fancy a moment to just enjoy?' in black lettering. There is a hatch in the billboard that is shut, with a picture of an Oreo McFlurry on it. A silver railing with black rope is positioned in front of the billboard. The billboard is placed in front of a brick wall and spotlights shine down onto it.

McDonalds McFlurry in the centre of the photo with one personal handing it to another.

The Execution

We built a full scale 96 sheet size billboard and installed it on the Builder’s Yard site within London’s Southbank along an extremely busy thoroughfare next to the River Thames. The billboard was placed in situ against a wall making it look like a permanent media fixture but housed all of the equipment necessary to store, make and distribute the McFlurrys.

The billboard featured simple key art along the front with a removable serving hatch along staff to hand out the product during operational hours. Additional promotional staff supported by engaging with consumers and managing queues.

Four people in the foreground of the image, each holding and eating a McFlurry. In the background, a 96-sheet interactive billboard features a hatch where people are queueing to get their ice cream.

McFlurry billboard with a hatch in the center. A staff member is inside the hatch, handing out McFlurries to passersby. Two people are standing in front of the hatch, holding McFlurries.

McDonald's branded 96-sheet interactive billboard featuring a detachable hatch. The billboard reads, 'Fancy a moment to just enjoy?' with the hatch located after the word 'fancy.' The hatch is shut, displaying a picture of an Oreo McFlurry.

The Outcome

Over the course of 4 days, we distributed in excess of 6,000 free McDonald’s McFlurrys to happy customers. This high profile campaign also received a wealth of coverage in both the press and across social media.

6000

McFlurry's

Days

96 Sheet Billboard