Great Experiential Marketing: McDonald’s’ McDrive surprise
McDonald’s came up with a fun way to surprise its drive-thru customers in Austria with this experiential stunt.
As part of McDonald’s’ ‘McDrive Surprises’ campaign, McDonald’s Austria substituted its staff with quirky characters that included an opera singer, a wrestler, and even a couple in the midst of a steamy moment.
Much to the surprise of the hungry motorists, when they arrived at the window to pick up their grub, they were faced with a wrestler challenging them to an arm-wrestling match, an opera singer belting out their orders or a spaceman fully suited and situated in a "space-ship". And not for the faint-hearted, some customers encountered a zombiefied girl handing over their cheeseburger…
Take a look at the video to see the whole collection of characters that the brand subjected its customers to in a bid to deliver a memorable brand experience:By placing unexpected characters at the pick-up window McDonald’s created a drive-thru experience that these customers will remember forever.
This drive-thru prank was a nice stunt for April Fools’ Day – did you see our round up of the best April Fools’ marketing stunts over on the Marketing Society blog: Top 5 April Fools’ Day Marketing Stunts of 2014?
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.