The Callao City Lights screens, located outside the Callao cinemas in Madrid, have been lit up again with a spectacular campaign that combines QR and 3D: McDonald’s shows us a mysterious safe that once opened reveals a lot of tokens or coins that appear to jump off the screen to make way for the image of a mobile phone that has the code that It will take us to download your MyMcDonald’s app. Viewers also discover how with each purchase users will be able to access different prizes.
McDonald’s launches a spectacular campaign that includes QR code and 3D
“Being from MyMcDonald’s has a prize” is the slogan that the fast food multinational has highlighted in its campaign that combines QR and 3D, which began on June 1 and will run for two weeks.
BCN Visuals was in charge of the design and development of the 3D creative, while media management has been handled by OMD and TBWA was in charge of the creativity of the campaign that ends when one of the brand’s menus jumps from the smartphone to the interior of the screen with an effect that is magnified due to the large-format digital screens of Callao City Lights, whose video it adapts to the change in light throughout the day so that the three-dimensional detail of these creativities can be appreciated at all times.
Cumulative points and access to Audible complement the loyalty program
One of the main innovations of this campaign is the promote the relaunch of the app by means of a QR code that can be scanned from the same 3D video. McDonald’s is also promoting the launch of the brand’s loyalty program that offers to reward the use of the app with accumulated points in each order for brand products and other benefits such as access to Amazon’s podcast and audiobook service, which will be available for free for a limited time for users of the app.
In addition to points for consumption, the McDonald’s app includes a game called burger crushin which users exchange classic brand products by creating combinations of three or more of the same to obtain a score.
Chief Marketing & Digital Officer for McDonald’s Spain states that «innovation is part of McDonald’s DNA and how could it be otherwise, we wanted present our new app innovating not only in the design, usability and navigation of the new app, but also in how we tell it. With this action we continue to bet on improving the customer experience by generating good moments of fun in each of the consumer’s interactions with the brand.
The outdoor screens of the Callao cinemas in Madrid come to life with 3D videos
This campaign is innovative in its way of using this type of video to encourage the download of an app, but It is not the first to be presented in a 3D format in Callao City Lights.
Vodafone was to use this technology in an advertising campaign created hand in hand with a campaign that it simulated the effect of crystal balls with snow that when shaken showed the offer of the telecommunications company. Samsung with the Galaxy S8 and Playstation 4 are other brands that have taken advantage of this three-dimensional format to promote their creative campaigns.
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