New ways to drive consumer participation: McDonalds, Evian, LEGO and Boots at ad:tech London

Joseph Clift

Four very different clients put forward their latest digital marketing ideas at ad:tech London, held in September 2013. Taken as a whole, their presentations highlighted an obvious truth: that the ever-increasing repertoire of channels available to brand managers allow for more and more routes to fuel consumer participation. While the channel mix and overall aims varied hugely, each campaign resulted in significant benefits for the brand concerned, in the form of improved metrics or higher sales.

McDonald's: Combining real time with TV

The mass communications approach was adopted by the McDonald’s campaign discussed at ad:tech. The company is the world's biggest quick-service restaurant chain, with around 70m customers served globally each day. Josh Bullmore, head of planning at Leo Burnett London, and Steve Hill, senior marketing manager at McDonald's, discussed the UK advertising that activated its long-term sponsorship of the Olympic Games last year.