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McDonald’s SG launches interactive OOH GIF photobooth

McDonald’s Singapore has rolled out an interactive out-of-home campaign on Clear Channel Singapore’s digital screen, Play!. Featuring a Happy Sharing Box, this comes as part of its latest McDelivery National Sharing Day launch.

Targeted at all Singaporean foodies, McDonald’s aims to encourage the idea of sharing the Happy Sharing Box as a form of fellowship with family, friends and loved ones. As a teaser and an ‘early bird promotion’ prior to the nationwide launch on 11 November 2019, the interactive campaign invited the public to take a wefie GIF to receive an exclusive 50% off Happy Sharing Box on McDelivery.

The interactive GIF photobooth was located outside Dhoby Ghaut MRT station between Plaza Singapura and Macdonald House, and ran from 7 – 10 November 2019. The media and creative agency behind the campaign were OMD Singapore and DDB Singapore respectively.

Agatha Yap, senior director marketing and digital innovations, McDonald’s Singapore said during this singles day season, the fast food giant looks to give customers more reason to come together, share their favourite food with family and friends anytime, anywhere when they order with McDelivery.

“We have a partnership with Clear Channel to offer fun wefie moments via the ‘Happy Sharing Wefie’ campaign at select outdoor interactive play panels and where the consumer will receive exclusive McDelivery National Sharing Day deals as well,” she added.

Meanwhile, Amanda Woo, chief development officer, Clear Channel Singapore said interactive content has been proven to boost conversion rates and with it brings the power of word-of-mouth. According to Woo, the concept of a GIF photobooth allows the general public to express their creativity via creating their own GIFs, a lossless format that is available on every social platform today.

“The McDonald’s Happy Sharing Box campaign showcases our capabilities that take advantage of our high-definition dynamic digital screens for its large ‘canvas’ and versatility for the GIF execution,” she added.

Turning 40 this year, McDonald’s has been ramping up social with new campaigns since the start of 2019. With over 130 restaurants across the country, the campaign titled ‘Come home to McDonald’s’ was also created with the help of DDB to reflect on four decades of creating memories in Singapore. The campaign was centred around a 60-second spot featured on FTA, cable, cinema and digital platforms. Launched on 1 January, the film is supported in print with other activation planned throughout the year.

Meanwhile, working with Leo Burnett Singapore, McDonald’s also rolled out the limited-edition McGriddles promo in January that was marketed via ATL, OOH, in-store, digital and social platforms and executions.

Recently, McDonald’s enticed Singaporeans with the launch of its limited-edition McDelivery Night In loungewear collection. However, due to an overwhelming amount of traffic for its loungewear set, McDonald’s site and app crashed on eager fans on launch day. Netizens were enraged as majority slammed the fast food giant for not “anticipating the overwhelming response” and for not “hav[ing] a contingency plan” when planning such a marketing move.

To appease customers who did not mange to get their hands on the loungewear set, McDonald’s set up a dedicated pre-order site the day after the official drop of its sleepwear.

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