JCDecaux Creates Heat-Sensitive Campaign for McDonald’s

Outdoor advertising agency JCDecaux came up with a unique way to help McDonald’s promote the McFlurry: a billboard which opens up to give patrons a container to get the cold milkshake-like beverage free of charge.

The agency revealed the promotion on July 4th, when Amsterdam experience record-breaking heat. Set to open when the temperature reached 38.7 degrees Celsius (that would be a sweltering 101.67 Fahrenheit), a crowd gathered around to see if the sun proved up to McDonald’s challenge. Sure enough, the temperature reached the mark (thanks, global warming!) and the crowd swarmed in to claim their prize. While intended as a short promotion for a historically hot day, it seems like JCDecaux and McDonald’s could roll this one out further, lowering the temperature slightly to allow people to enjoy the promotion on particularly, rather than just historically, hot days. It’s easy to see the campaign catching on in other cities around the world, as its citizens deal with the oppressive summer sun.