Smells Like McDonald’s
McDonald’s
Overview
We’ve all been there: you go on an elevator, the subway, or a conference room, and you get a whiff of it. You can’t see it, but you know it: McDonald’s. A scent as recognisable as their logo or jingle. That’s why McDonald’s put their iconic smell to the test, using nothing else in their latest campaign.
We launched a world-first outdoor activation: simple red and yellow billboards equipped with an internal heating and ventilation system that released the scent of McDonald’s fries. Those within 5 meters of the billboard instinctively identified the smell as McDonald’s over competitors’.
The campaign’s main message wasn’t limited to in-person interactions with the billboards. Anyone familiar with McDonald’s or intrigued by the marketing could engage in online discussions about this initiative, effectively connecting the physical and digital realms while extending its reach and impact.
