In April this McDonald's campaign does what the weather wants
In the United Kingdom, McDonald's signs display the weather in real time—using McDonald's symbols.
The idea of feeding DooH billboards with meteorological data in real time in order to adapt the content accordingly is not new. We saw this in Switzerland in 2016, for example, with the Wunderman campaign for Marionnaud: At the time, the digital billboards advertised products that matched the weather (Werbewoche.ch reported).
Not new, then, but always beautiful. And in the case of Leo Burnett London, even more beautiful because the weather is represented in the form of McDonald's menu symbols. Thus, the temperature is indicated by means of a French fry thermometer, sun and cloud by hamburger and hamburger paper - and when it rains, the French fries fall out of the packet.
The posters are fed with data from the Met Office - a weather network that operates 200 automatic stations in the UK. The campaign was launched in April - like the Marionnaud example mentioned above - because that's when the weather changes most frequently. (hae)
