In a new approach to mobile coupon distribution, McDonalds is inviting consumers in Sweden to earn free food by interacting with a giant digital billboard using their mobile devices, in a campaign called "Pick n' Play."
Mobile phone owners passing a digital out of home sign in Stockholm are encouraged to partake in a giant game of pong, which they can control directly from their mobile devices. The campaign doesn't require a mobile app, but instead makes use of HTML5 technology to verify users' proximity to the screen, and allows them to control a virtual paddle remotely from their handhelds in real-time.
Players that manage to complete the game by sustaining a 30-second rally are rewarded with a coupon for free food from a local McDonald's restaurant, as well as directions to the location.
McDonald's created the campaign in partnership with Omnicom-owned DDB Stockholm.