In Sweden McDonald’s turned traditional billboards into moving food trucks to launch its new Crafter Chicken burger.
With its new Crafted Chicken burger, McDonald’s Sweden wanted to promote its association with the local street food culture.
The brand worked with NORD DDB who created a campaign inspired by food trucks and street food carts for a surprising street marketing activation. The agency transformed two regular digital display billboards into mobile “food trucks” that could go out and find the audience where they were looking for their next meal: on the streets of downtown Stockholm.
The billboards showcased a video of someone cooking inside a food truck, offering free Crafted Chicken burgers to anyone who would scan a QR code shown within the video. Once scanned, the QR code would automatically create an order within the McDonald’s app (or invite users to download it) for a free Craftef Chicken burger to be picked up in any of the two restaurants located nearby.
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