We created an interactive challenge where you could use your Smartphone as a joystick. To make it user-friendly we went for a web-app using JavaScript and HTML5; no apps or downloads required. Simply get online, go to picknplay.se and enable Geo-location in the mobile browser. Then pick a goodie and steer the paddle by using the touch-screen on your phone, as you follow the game in real-time on the big screen. The event had a tactical component: if you lasted 30 seconds a digital coupon was sent to you phone with directions to collect your free goodie at McDonald’s.

Pick'n'Play became a big success as the interactive challenge re-boosted the fun in McDonald’s. On the premiere weekend we attracted 460 players during 5 hours; which resulted in 400 cashed-in coupons and record sales (the best Saturday of the year) for the closest McDonald’s. And that was just the beginning. The events went on to create longer lines, lots of engagement and lots of publicity. Pick'n'Play reached 430,000 views on YouTube, 1000s of tweets, millions of Google-hits and has been mentioned all over the net ranging from tech-blogs to The Independent UK and everything in between.