McDonald’s Sweden “Time Travel” to offer old offers
To help consumers counter the effects of inflation, McDonald’s has started a campaign in Sweden to travel back in time to find old offers on menu items.
Nord DDB’s ‘Deals Stuck in Time’ campaign uses Google Street View to enable people to find and ‘unlock’ over a decade of old out-of-home advertising for McDonalds all over Swedengiving them access to offers from as far back as 2009 on the brand’s app.
McDonald’s has over 200 restaurants across the country, most owned and operated locally by franchisees, and it is one of Sweden’s largest outdoor marketers. This campaign aimed to take advantage of the previous short-term, sales-driven ads that were “stuck in time” online.
On Street View, several location-specific signs were digitally altered to display the campaign message. Once a person finds out when the deal on the ad originally ran — from 2009 to 2022 — they can unlock and claim it through the app or the promotions page.
Bargain with a nostalgic twist
“We thought it was a great and fun idea to revive old McDonald’s offers and enable ‘time travel’, especially at a time when the price is discussed more than ever. We hope people take the chance to travel back in time and enjoy their McDonald’s -favorites like it was in 2009 again, explained Staffan Ekstam, marketing director at McDonald’s Sweden.
The campaign, which began on December 28, will conclude on January 15 with media planning and buying driven by OMD. Media buying activity included digital and physical out-of-home along with a 45-second film, audio ads and social media.
The world champion in geoguessing Mattias McMullin, who is also Swedish, was recruited to promote the initiative on TikTok.
CREDIT:
Advertising agency: Nord DDB
Media agency: OMD
Production company: Filmic Art