Article
McDonald's delivers digital signage orchestra
The average customer would not typically associate classical music orchestras with McDonald's, until now.
February 22, 2019 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator
McDonald's is known for many things, such as its Big Mac, McFlurries and fries. It has also gained an unfortunate reputation as of late for its touchscreen kiosks, which were found to be covered with fecal bacteria last year.
So it's not surprising the average customer would not typically associate classical music orchestras with the brand, until now.
McDonald's has partnered with JCDecaux Portugal, a subsidiary of outdoor advertiser JCDecaux, and FullSix Portugal, a subsidiary of marketing company FullSix, to deliver an interactive digital signage orchestra at the Amoreiras Shopping Center in Lisbon, Portugal. The focus is to promote its Maestro Burger.
The Maestro Burger is an exclusive item for McDonald's Netherlands featuring bacon, two Angus beef patties, red onion, cheddar cheese, mustard sauce, ketchup and Batavia lettuce. To promote its launch in Portugal, McDonald's deployed an interactive display, which allowed users to virtually conduct their own orchestra.
The displays challenged users to step up to a black conductor's stand and start conducting an orchestra. When users moved their hands around, a song would begin to play and a cursor would swipe across the display. In addition, a Maestro burger animation on the display would deconstruct and vibrate as users conducted the virtual orchestra.
McDonald's has experimented with interactive digital signage campaigns in the past as well. The brand, for example, celebrated the 50th birthday of its Big Mac with a virtual dance off at a bus shelter in Bogota, Columbia.
JCDecaux Colombia deployed the Big Mac display, which challenged users to follow the dance moves of silhouettes of figures. Users who completed the dance got a chance to win a McCoin, which they could trade for a Big Mac or keep as a collectible.
You can watch the McDonald's orchestra in action below.
Image via JCDecaux.
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