Order McDonald’s by scanning films or series

How McDonald’s Netherlands hacked their way into streaming services.

Amsterdam-based agencies TBWA/NEBOKO and TBWA\X have turned every streaming service into a McDonald’s Delivery platform by ordering its iconic products in films or series simply by scanning them.

Watch the video here.

The perfect movie night. 
The McDonald’s App automatically detects the products and delivers them to your door making movie night better and tastier than ever before with this innovative campaign called ‘Order That Scene.’

Reversed product placement campaign.

The campaign perfectly taps into the content streaming culture with iconic McDonald’s products appearing in countless movies and series. From big blockbusters to popular sitcoms, ‘Order That Scene’ is the biggest McDonald’s product placement campaign to date without spending anything on product placement or copyright.

The hunt is on.
A minimalistic outdoor and social campaign will push people in the right direction by describing the film or series and exact timecode of when a McDonald’s product appears. Consumers also have the option of collecting all ten of the iconic McDonald’s products featured in the campaign if they opt to.

Speaking about the campaign, Stijn Mentrop, CMO McDonald's Netherlands says: “‘Order That Scene’ is meant for people who experience food craving when binging streaming content. We now have a new solution for our customers, one that is sure to resonate with anyone who has had a snack attack while watching their favourite film or serie and that is this new campaign…”

Darre van Dijk, CCO TBWA\NEBOKO adds: "For brands, it has become more and more difficult to advertise on closed streaming platforms. This clever campaign shows that you can now have your McDonald’s and chill at the same time, turning every streaming service into a delivery platform!”

The ‘Order That Scene’ campaign launches on May 16^th, exclusively on the McDonald’s App in The Netherlands.

Credits:

Client: McDonald’s Netherlands

Creative Agencies: TBWA\NEBOKO, TBWA\X

Production: Studio Beng Beng

App Development: 51North

Legal & ICT Partner: Legalmatters.com