For McDonald’s, the London 2012 Games were all about the spectators. Fans were invited to upload photos of themselves to a Facebook app which fed into the LIVEPOSTER™ content management system. The best pictures were then broadcast on digital posters across the UK, including the iconic screen at Piccadilly Circus.
A video of each fan’s 15 seconds of fame was posted to their timeline to be shared with all their friends and winners were given a prior warning so they could see themselves on screen in person.
LIVEPOSTER™ delivered a constantly evolving portfolio of real time adverts that transformed social content into McDonald’s celebration of the Games.
Posterscope were the Outdoor Specialist responsible for the media planning and buying.