These Digital Billboards from McDonald’s Change Depending on How Bad Traffic Is
By Sara Shaw • November 8, 2017
McDonald’s and Leo Burnett are running an out-of-home campaign across the U.K. that changes depending on the flow of traffic. When traffic is light the digital billboards feature a Big Mac, but once traffic begins to build, the creative switches to the more recognizable golden arches with copy that says, “Stuck in a jam? There’s a light at the end of the tunnel.” Research shows that simple product images spark an appetite in faster-flowing traffic, while longer, relevant copy runs in heavier traffic to deliver a more powerful call to action.