McDonald’s has launched a new entertaining film-led campaign in the Nordic regions, aimed at delivering a ‘fun experience’ – reflecting what the company aims to deliver in real life. Dreaming in mono celebrates Scandinavia’s passion for winter sports.
The brilliant creation, developed by the equally brilliant Perfect Fools, sees the groundbreaking transmedia campaign grow over seven episodes, into a 60-minute media spectacle.
The campaign is delivered via TV, the website, Twitter and Facebook. In addition www.dreaminginmono.com offers music, videos, polls, iPhone apps, a contest, monoski tech tips as well as other applications, along with opportunities to start discussions – all designed to connect people around the story. Each episode has unique content to support both the episode story and McDonald’s core values.
Is this the answer to failing mass interruption advertising techniques? If it is, this campaign connects with its cusomers on multiple levels, generates entertainment to deliver a powerful message and invites the user to participate in the story narrative. This is less interruption more inclusion – and has got to be the way forward.
Perfect in so many ways.
