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McDonald's created a unique marketing stunt that proved to be an effective campaign. The restaurant banked on the sense of smell to get the attention of consumers, and it worked.
McDonald's unveiled the first scented billboard in the world for its latest ad in the Netherlands, and many were impressed. People say it is a very creative concept, and they like it.
A Billboard that Smells Like McDonald's Food
McDonald's Netherlands thought of an innovative way to attract more customers or encourage people to visit its stores more often. It has set up billboards on the streets, but this is not an ordinary one, as they emit scents that make people think of McDonald's food, especially the French fries.
According to the New York Post, people passing or walking by within 15 feet of these billboards were greeted by the smell of McDonald's fries. The fast-food chain uploaded videos of pedestrians gathering around the billboards because of the scent, and they tried to guess what scent it was.
"Is it McDonald's?" one of the passersby asked. Another one reportedly said, "It smells like a Happy Meal."
Strategic Location of the Ads
McDonald's Netherlands strategically placed the billboards without any print and just plain red and yellow shades on the streets. They were set up in Utrecht and Leiden, locations with good foot traffic. Moreover, these locations are within 200 meters of McDonald's stores, so people can easily run to the restaurants to satisfy their cravings after smelling the fries emitted by the billboards.
"McDonald's is all about Good Times. We are well known for our distinctive brand assets that are mostly visual," McDonald's chief marketing officer, Stijn Mentrop-Huliselan, stated in a press release. "Smell has been proven to be more effective at sparking clear and emotional memories than images. With the inclusion of this next sense in our advertising, we found a new way to remind people of Good Times at McDonald's."
Photo by: McDonald's Press Release
