McDonald’s launches a brand experience FIRST at London’s iconic Outernet, created by Red Consultancy, Seen Presents and Outernet Studio

McDonald’s launches a brand experience FIRST at London’s iconic Outernet, created by Red Consultancy, Seen Presents and Outernet Studio

McDonald’s has today launched a brand first - a full 360 immersive experience at London’s iconic Outernet. The brainchild of Red Consultancy and delivered by Seen Presents and Outernet Studio, the unique event taps into all five senses - sight, sound, touch, smell and off course taste - to celebrate the nationwide rollout of McDonald’s enhanced core beef burger range.

Combining the ultra-high definition, 8K LED screens within Outernet’s NOW building, with a fully immersive, sensory experience, members of the public are taken on a journey through the changes to the core McDonald’s beef burger range - including the buns, the patties, the onions, the cheese and the lettuce.

At the end of the experience, members of the public are encouraged to download the McDonald’s app where they will be gifted 2500 rewards points, allowing them to try a revamped Double Cheeseburger for themselves.

The experience:

Guests are invited to explore and interact with the NEW softer, toastier McDonald’s Burger buns through a ‘squishable’ burger bun installation. Visitors will also be met with the scent of freshly toasted buns, before they’re invited to feel the softness and freshly toasted crunch of the buns as they take a seat.

Next, guests are taken through the grill to experience how the new, hotter patties are seared.  Brand Ambassadors invite guests to journey through an immersive light up grill, where the infrared lights turn on one by one as they move through. Guests will also see onions falling in front of them, hear the piping hot patties sizzling through integrated speakers and see smoke appear as the heat builds - bringing the changes on the grill to life.

 A giant cheese installation then captures guests’ attention, as they wander through droplets of melting cheese. The imaginative installation indicates how the cheese now melts over the side of the extra hot patties, improving the texture and taste.

People are then invited to explore their way through a giant lettuce. Built using textured materials, the lettuce leaves make a satisfying crunch when touched.  Visitors then make their way through to the heart of the lettuce, where a sound dome plays ASMR inspired sounds of fresh lettuce crunching, whilst water droplets demonstrate the fresh-out-of-the-fridge, satisfying snap of McDonald’s lettuce.

This exclusive experience will be crowned by a giant 8k audio visual display playing across the NOW building’s High-Definition screens - bringing to life the sight and sound of bouncier buns, melting cheese, searing patties, sizzling onions and crunchy lettuce in a larger than life, 360 delicious display.

Louise Page, Head of consumer communications and partnerships at McDonald’s UK said: “The launch of the Best Burger campaign in the brand’s 50^th year in the UK was the perfect opportunity to create a truly unique and unforgettable brand experience. Our most generous activation yet allows the public to not only take part in the exclusive 360-experience free of charge, but to collect 2500 points to redeem at a restaurant of their choice to try one of our enhanced burgers for themselves.

The Outernet was the perfect choice for us to have fun with this launch - seamlessly combining the efforts of multiple marketing and communications disciplines to create something exceptional and one of a kind.”

Bethany Cawthorpe - Peck, Director from Red Consultancy said: “The brief required us to take a technical set of changes taking place in the kitchen, simplify them, and communicate them to the public in a way that was not only educational, but memorable and really good fun. We designed the campaign with the objective of taking people inside the newly enhanced McDonald’s beef burger.  

Using the incredible technology and space at the Outernet allowed us to fully immerse audiences in the changes to the burger, in a destination that’s not only round the corner from so many McDonald’s restaurants, but that commands a colossal footfall.”

Natasha Broady, Client Services Director at Seen Presents adds: “We’ve worked hard alongside Red Consultancy to develop the creative vision for the ‘Best Burger’ campaign, showcasing McDonald’s newly enhanced beef burger and their playful personality in a tangible and fun way.

We always design our work to evoke emotion within our attendees, so when Red Consultancy came to us with the brief, we wanted to maximise impact and elevate the concept by tapping into each of the senses, creating a fully immersive experience that would leave a lasting impression.

Philip O’Ferrall, President & CEO of Outernet Global quotes: “McDonald’s combines that rare quality as a brand that is established and iconic but at the same innovates constantly. This campaign reflects that in such an impactful way - it’s fun, uses the Outernet digital canvas to maximum effect and is a partnership we are so very proud to have.“ 

ENDS