McDonald's "Order That Scene" Campaign

Stacy Jones | May 31, 2023 at 10:00 AM

The Power of Consistent Product Placements

There's a common misconception among brand marketers that unless a brand achieves a monumental "wow" product placement moment in content, its value and impact are diminished. However, the truth is that consistent product placements across multiple shows and movies can create a narrative within pop culture, leading to a powerful marketing story.

The remarkable McDonald's "Order That Scene" campaign in the Netherlands exemplifies the ingenious leveraging of product placement. It stands out as one of the most remarkable examples we've seen since the Rolex anniversary branded content recap of its appearances in films showcased at the 2017 Oscars. In this blog, Hollywood Branded explores the power of consistent product placement through the McDonald's campaign, "Order That Scene."

McDonalds Order That Scene Campaign

The Power of Interactive Advertising

McDonald's "Order That Scene" campaign showcases the power of interactive advertising. By seamlessly integrating product placements into an engaging treasure hunt experience, McDonald's has transformed a traditional advertisement into an immersive adventure for viewers. The concept is simple yet incredibly clever, as participants are challenged to locate specific scenes featuring McDonald's menu items while watching movies and TV shows.

This interactive element adds a new level of excitement and engagement to the campaign. Viewers become actively involved in the brand's promotion by searching for the targeted scenes, capturing pictures, and scanning them using the McDonald's app to claim free food. This innovative approach captivates the audience and encourages them to actively participate and interact with the brand.

The success of the "Order That Scene" campaign demonstrates the effectiveness of interactive advertising in capturing the attention and interest of consumers. By turning every streaming service into a delivery platform for their brand, McDonald's has created a unique and memorable experience that resonates with viewers and generates buzz. This campaign serves as a testament to the potential of interactive advertising to revolutionize the way we perceive and engage with product placements.

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Photo Credit: Mcdonalds Netherlands

Tapping into Binge-Watching Culture

McDonald's "Order That Scene" campaign effectively taps into the binge-watching culture that has become increasingly prevalent in today's society. The campaign targets a specific audience - those who experience food cravings while indulging in extended viewing sessions. With the rise of streaming platforms and the popularity of binge-watching, many people find themselves immersed in their favorite shows for hours on end, often accompanied by cravings for snacks or meals.

By positioning itself as the ultimate solution to satisfy those cravings, McDonald's aligns its delivery service with the binge-watching experience. The campaign cleverly combines the enjoyment of watching movies and TV shows with the anticipation of spotting McDonald's product placements. It leverages the emotional connection between entertainment and food, creating a powerful association that strengthens the brand's presence in the minds of consumers.

The strategic collaboration with renowned advertising agencies, TBWA\Neboko and TBWA\X, further enhances the campaign's targeting and messaging. McDonald's recognizes the opportunity to reach and engage with a specific audience that can relate to the experience of craving food while binge-watching. By understanding and tapping into this behavior, McDonald's effectively positions itself as the go-to choice for a satisfying meal during binge-watching sessions.

Order That Scene Commercial

Video Credit: Youtube/Mcdonald's Netherlands

FIVE FAKE QUOTES THAT ALMOST FEEL REAL...

In a parallel world, if actors actually talked about their brand co-stars, this is what they may say...

"In 'Juno,' the orange Tic Tac candies became a symbol of young love and innocence. It's amazing how a small brand integration can evoke emotions." - Ellen Page
"Driving the iconic Audi R8 in 'Iron Man' was not only exhilarating but also helped to establish Tony Stark's character as a tech-savvy and stylish superhero." - Robert Downey Jr.
"The Starbucks coffee cups in 'You've Got Mail' added a layer of authenticity to the film and showcased the cultural impact of the brand." - Meg Ryan
"In 'The Social Network,' the mention of Victoria's Secret added to the intrigue and allure of the storyline. It's interesting how a brand can become a part of a film's narrative." - Jesse Eisenberg
"The FedEx package in 'Cast Away' became an essential part of the story, demonstrating the power of a brand to drive a plot and capture the audience's imagination." - Tom Hanks

Which is your favorite? ChatGPT sometimes embellishes the truth and is perfect for this task of fake quotes.

The Number Of People It Took

While the exposure from product placements is undeniably valuable, it does come at a significant cost in terms of time and resources. However, McDonald's in the Netherlands has taken product placement to new heights by transforming passive viewing into an interactive adventure with their "Order That Scene" campaign. By seamlessly integrating product placements into an engaging treasure hunt experience, they have created an immersive and captivating journey for the audience.

The campaign's success is a testament to the meticulous efforts of the numerous individuals involved, ranging from the brand's agency, production resources team, prop masters, set designers, and many more. It's fascinating to consider the extensive collaboration and coordination required to bring this campaign to life. All this effort goes into securing just a few seconds of brand exposure on screen, but the impact can be long-lasting through replays and global airtime, making it a worthwhile investment.

Value and Costs of Ongoing Product Placement Programs

While the exposure generated by product placements holds undeniable value, it is crucial to acknowledge the significant investment of time and resources required. Each product placement necessitates meticulous coordination among numerous individuals, including brand representatives, marketing teams, production crews, and creative professionals.

However, the McDonald's "Order That Scene" campaign in the Netherlands serves as a compelling example of how ongoing product placement initiatives can yield remarkable outcomes without an exorbitant price tag. This achievement stands as a testament to the unwavering dedication and collaborative efforts of the hundreds of people involved in every stage of the campaign, from conceptualization to execution.

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Photo Credit: Mcdonald's Netherlands

Eager To Learn More?

McDonald's "Order That Scene" campaign is a true gem in the world of product placement. It continues to be a brand that consistently leverages product placement across global markets, further solidifying its presence in pop culture. If you are interested in learning more about product placement, these additional blogs will knock your socks off!

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