Billboard becomes a personal game

DDB Stockholm produced this fun interactive billboard for McDonald's that broadcasts personal games and drives participants to restaurants. People join the game by accessing a mobile-ready website from their smartphone and choosing the prize they'd like to win. Once the game begins, the smartphone becomes a pong controller and the billboard becomes a giant pong screen. Winners receive coupons on their smartphone to redeem in nearby restaurants. Unlike similar campaigns, the barrier to consumer engagement is low as there's no app download required.