McDonald’s Sweden haunts its former restaurant locations in new campaign

Just in time for Halloween, something spooky is happening at locations that were once home to the golden arches. In Paranormal Deals, a new campaign created by McDonald’s Sweden and creative agency NORD, former restaurant locations across the country are being haunted, surprising passersby with hauntingly good offers in the McDonald’s app.

Over the years, McDonald’s has left its mark on many familiar locations across Sweden. Some places remain closely associated with the iconic brand, even after the restaurants have moved to new premises. Now, a selection of locations are receiving an unexpected visit from beyond the grave, as McDonald’s Sweden brings them back to life for Halloween.

Using geofencing technology, special offers appear in the McDonald’s app when users approach these locations, seemingly sent by the McDonald’s restaurant that once stood there. A spooky surprise for anyone passing by.

“Most people probably have a McDonald’s restaurant they remember particularly fondly. We wanted to do something playful with all the memories people associate with us, while surprising our guests in an unexpected way. Halloween is the perfect opportunity to let our imaginations run wild. And who knows, there might be something extra waiting for those brave enough to revisit an old favorite”, says Michaela Bognäs, Nordic Media Lead at McDonald’s Sweden.

The campaign activates selected locations across Sweden. Beyond the McDonald’s app, it runs across online video, social media, radio, cinema. As well as digital out-of-home advertising, with clues hinting at where the mysterious offers might be hiding.

“How many brands can still tempt people with burgers from their former restaurants? Just because we’ve moved on to new places that doesn’t mean we’ve stopped making our presence felt. This Halloween, we’re coming back to haunt our old locations with scarily good deals”, says Fabian Luthander, copywriter at NORD.