• Campaign date: June and July 2022
  • Advertiser: McDonald’s
  • Media agency: MEDIACOM (GroupM)
  • Creative agency: TBWA

McDonald’s, on the occasion of the launch of its new McSpicy burger, challenges the Callao audience to try it for free at the McDonald’s restaurant at Calle Esparteros 1 in Madrid, located just 500m (7 minutes walk) from the Callao screen, to become the ‘spicy face of the day’.

The new McSpicy is too spicy for you?‘, with this challenging claim, McDonald’s DOOH creativity includes the image of the funny reactions of several people when tasting the burger, among them Mario Vaquerizo, prescriber of the campaign. Faces of surprise, surprise and the occasional snort and sweat are shown in the creativity that encourages people to share the experience on social networks under the hashtag #McSpicyDebate.

The action, managed in the media by OMG, was broadcast for half an hour exclusively over six days (31 May, 4,5,7,8 and 9 July 2022) on the spectacular large format digital screen of Callao City Lights, located in Plaza del Callao, the most visited square in Spain.

The outdoor advertising campaign on the Callao screen exceeded 81,000 advertising impacts in 3 hours of broadcasting (30-minute blocks over 6 days), and reached more than 227,000 unique users, boosting traffic to the point of sale, the brand’s connection with the local target and the brand’s recall and engagement with the outdoor audience.

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