DDB Stockholm came up with a cool interactive billboard for McDonald's that allows people with smartphones to play McPong, for lack of a better name, using app-free geolocation technology. Players who last for more than 30 seconds win McDonald's coupons, so I don't even get to ask any smart-ass questions about how this will generate specific interest in the brand. Not fair! Even Sweden's capitalist excesses are more fun than ours. Good choice of game, too. A zombie-killing game would just cause mass panic. DDB has used digital billboards for McDonald's games in the past—also with a coupon angle.