McDonald’s created a brilliant billboard in the city of Stockholm, Sweden. This “Pick ‘n’ Play” campaign was experimental but returned huge results for the company.
As you see in the video, users connect with the billboard using their smartphone, without having to download additional software (big perk!) The user is prompted to pick their favorite McDonald’s snack to begin, and then play a game of pong on the billboard using their smartphone to control their paddle. If the user wins the game, a coupon for a free snack that they chose is sent straight to their phone.
Team executives would be wise to follow this excellent interactive marketing strategy and apply the concept to their home stadiums. Those tailgating or entering the stadium would gladly participate and play the game on the billboard, especially if they could get something for free out of it. Team sponsors can creatively integrate their product or service into the game, and teams would have the option to rotate every game or series to maximize their partnerships and revenue opportunities.