McDonald's Installs Interactive 'Pong' Billboard in Sweden

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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.