McDonalds in the USA is running “Best Fries on the Planet”, a multi-tiered non-traditional consumer engagement plan designed to embrace and leverage a truly beloved and revered icon: McDonald’s Fries. The advertising campaign is designed to position the Fries product as the best of quality in the industry, building both the McDonald’s brand and its business. The campaign includes “Fishing”, a humorous television commercial, and “Fry Lights”, a fries packet shaped billboard sending out ten yellow beams into the sky above McDonald’s Restaurant at the corner of Clark and Ontario streets in Oak Brook, Chicago.
The ten light beams, produced with 200,000 lumens Xenon Skylights, blasted upward as far as the eyes can see and were able to be seen from up to three miles away. The face of the billboard used Electro-LuminX panels, giving the box of fries a backlit effect. At the tvc, boy decides to increase his chances of a catch by attaching McDonalds fries to his fishing hook.
