Hitting the Cool Spot

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When the law stands between a company and its target audience an alternative solution has to found.
McDonalds wanted to promote its Iced Coffee on the beaches and in the towns of New England, the challenge was that traditional out of home advertising banned on the beaches of New England and in the streets of some popular districts.
The solution was to develop the Cool Spot, a mobile billboard complete with misting stations and fans, that drove around finding hot people to cool down.
The aim was to create a sense of store presence while distributing product samples in a cost-effective way. The campaign was also targeted to combat McDonald’s biggest rival in New England, Dunkin Donuts, which is considered to have a distribution advantage in the area.
More than 5,000 free samples of iced coffee were handed out from the Cool Spot and the campaign was supported where possible via traditional out of home with bus wraps, billboards, taxi tops and postings on bus shelters.
The Cool Spot was also on hand at a Dunkin Donuts-sponsored music festival together with aerial banners and Tri-Vision trucks.
McDonald’s had set a target of a 5% rise in sales year on year, but the campaign in fact achieved an estimated 522m impressions over eight weeks, resulting in a 17% rise in coffee sales compared with the previous year when the product was launched to market.

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