McDonald’s gets consumers to interact with Piccadilly Circus billboard

Continuing from where I left off on billboards, here’s a cool idea for McDOnald’s. Their agency, Leo Burnett has created a billboard campaign, aimed at encouraging visitors at Piccadilly Circus to take pictures against the background of the site. People normally visiting Piccadilly Circus take snaps anyway. They now appear to ‘interact’ with images displayed on a giant LED screen. The images include a birthday cake with candles, a hammer, bowler hat and ‘think’ bubbles containing McDonald’s menu items such as fries.

Via Advertising Lab, where you can watch the video. See the photographs in a Flickr pool here. Nothing like bringing in a brand message seamlessly into something that consumers enjoy doing already. Nice.