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Heat-sick Dutchmen rejoice! McDonald's in the Netherlands teamed up with outdoor ad company JCDecaux to create a billboard with heat-sensitive paneling that contained 100 free McFlurry cups. When it gets too hot outside, the panel opens, and people can take a cup to redeem for a free McFlurry.
Not sure how this even qualifies as a billboard, really. If anything, it's more like a vending machine. I do love the hubris of McDonald's challenging the sun, though (as implied in the video for this thing).
Unfortunately, the temperature has to be 101.48°F
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