McDonald’s Golden Arches Ads Lead Drivers to the Nearest Restaurant
By Sara Shaw • March 7, 2018
Last month McDonald’s tested a unique way to use their branding to direct drivers to the nearest restaurant in Toronto. They paired a simple traffic direction with part of the golden arches logo which urged drivers to “follow the arches.” This campaign proved just how recognizable the McDonald’s golden arches logo is and utilized a traditional media space in a new way. This test was restricted to four billboards across Toronto, but given the success of the campaign and ubiquity of the arches, it could run globally in the future.