McDonald’s outdoor “Icons” campaign gained a lot of attention, thank to its innovative communication.
So, McDonald’s decided to move that communication in a new digital life, also to regain the affection
of Millennials, the most valuable target in the digital era. So it decided to speak the language of teenagers: it introduced The Icon Club, its new mobile app. McDonald’s asked some professional DJs and sound engineers to create several electronic dance musical samples with some very typical McDonald’s sounds. Then samples were associated to different visual elements of the previous outdoor campaign. By tapping icons on the screen, users could mix the samples and create their own music track. Moreover, new sounds could be unlocked everywhere, only by catching icons on a smartphone camera. And with the “Multiplayer option”, people could create tracks together with their friends.
Users could share it on social networks: the most appreciated and voted tracks were uploaded by McDonald’s on a dedicated Spotify channel, listened by the whole world and aired in
McDonald’s restaurants.
