McDonald's SG plays guessing game as it fills iconic arches filled with golden hashbrowns

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McDonald's Singapore has launched a 3D OOH installation that will give shoppers a chance to win a free family meal. Done in partnership with Stellar Ace, the installation located at Serangoon MRT features McDonald's iconic arches filled with hashbrowns. People are encouraged to guess the number of hashbrowns inside the arches and submit their answers on McDonald's Facebook. The first 50 people with the right answer will win a free family meal.

A McDonald's spokesperson told MARKETING-INTERACTIVE that, while the OOH campaign was not part of its ongoing Shake N' Dip campaign, it runs on the theme of "School's out, Fun's in", which aims to inject family fun during the school holidays. "Part of the media approach is to create a fun campaign via an eye-catching OOH installation, which includes an engagement angle allowing the young, and young at heart to participate," the spokesperson explained.

Drina Chee, senior director, marketing and digital customer experience McDonald’s Singapore, added: "Our campaign is all about having fun together as a family this June school holidays, our activities added for more engagement with our customers to foster family togetherness and bonding.”

Jeslyn Tan, MD of Stellar Ace, added: "We are delighted to partner McDonald’s and OMD in this fun execution. This is what OOH should be, physically fun and engaging."

McDonald's Singapore also launched another campaign this June holidays where customers can dance for free ice cream. Titled "Shake N’ Dip", the campaign is all about having fun together as a family, featuring its roasted sesame and seaweed McShaker fries and smoky nacho cheese sauce, a McDonald's Singapore spokesperson told MARKETING-INTERACTIVE. McDonald's kicked off the campaign with a promotional video which showed a family dancing to a "Shake N’ Dip" song, then shared photos and videos of what went on in the making of the ad, inviting people to try their latest products.

It also added, "What’s more, show us your Shake ‘N Dip dance moves and enjoy a free ice cream cone on us". Customers simply had to find the manager at any McDonald's outlet and do the Shake 'N Dip dance to redeem a vanilla ice cream cone for free. According to McDonald's spokesperson then, the campaign will be marketed via in-store, OOH, print ads, radio, social and sponsored posts.

Separately, McDonald's Singapore previously launched a Ramadan campaign told in the form of wayang kulit, a traditional form of shadow puppet play. Titled "Ramadan: My Happy Tale", the campaign features a short film about an interracial couple, Budi and Peony, who bonded through their shared interest in food. The 12 characters and props used in the story were made-to-order. Following wayang kulit’s traditional methods, each leather puppet was cut, punctured and painted entirely by hand, McDonald's explained then.

McDonald's Chee then that as a brand that brings people together, it is delighted to celebrate the spirit of Ramadan with an inspiring story of love and inclusivity. “In bringing this year’s 'Ramadan: My Happy Tale' to everyone, it’s been a real privilege to be let into our customers Peony and Budi’s world as they share their feelings as an inter-racial couple. Just as our food transcends cultures across the world, we hope their story will remind us all that love can equally transcend our differences,” she added.

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