McDonald's Gives Piccadilly Circus Sign Interactive Overhaul

McDonald’s high-profile advertising sign in Piccadilly Circus has been overhauled to become a “gigantic interactive visitors’ book”.
Leo Burnett, the fast-food company’s creative agency, has created a fictional world called “Little Piccadilly”.
As people pass the McDonald’s screen, they will be invited to create their own animated character on the website LittlePicca.com and send it to the screen through their smartphone. The character will then appear on the screen in “Little Piccadilly” shortly afterwards.
The characters will be rotated on the sign, meaning each character effectively becomes a permanent resident on the sign. The sign will work 24/7, 365 days a year and the background will change to reflect the real-time weather and season conditions, such as rain, sun, night.
The agency claims this will make it the world’s first digital advertising screen to be fully interactive.
McDonald’s says this new sign reflects the “democratic values” of its brand, by allowing everyone to make their mark on one of the world’s most visited places.
There are more than 300 million possible combinations of illustrated artwork and animations, so the same thing will never be shown twice.
Little Piccadilly is a long-term initiative and the agency plans to add new functionality over time, such as messaging and real-time games.
Via: Brand Republic