McDonalds "Pick N' Play" Interactive - Experiential Outdoor Ad

McDonald’s last year has launched a new interactive outdoor campaign that has ditched the QR code for a billboard that can be controlled by nearby fans on their mobile devices. The users’ smartphone technology identifies their location and they are able to engage directly with the game — after 30 seconds, standing a chance to win McDonald’s prizes at nearby venues. (http://blog.ddbcanada.com/)