McDonald’s Sweden let fans flaunt their own favorite orders – 4,000 receipts were converted into one-of-a-kind merch

McDonald’s Sweden allowed fans of the restaurant chain to turn their regular orders into exclusive fan merch. They received a minimalist white T-shirt with one unique and personal design printed on it – the receipt with their favorite McDonald’s items.

McDonald’s Sweden has added a new item to the brand’s long history of iconic and sought-after merchandise. Since merch is also often associated with music and concerts, the activation took place during a recurring summer festival in Sweden. Throughout the summer, festivalgoers were able to get their hands on the merch by placing their order at a McDonald’s ordering kiosk inside the area and then watch the receipt get printed on a T-shirt in real-time.

“Orders at McDonald’s can be quite specific and unique. Every item on the menu has its own loyal fan base, just like musicians. That’s why it felt fun to focus on an expression that has united all types of fans worldwide for decades – merch,” says Fabian Luthander, copywriter at NORD DDB.

4,000 T-shirts were printed during the twelve stops on the festival tour, and fans of the restaurant chain lined up from open to close to get a hold of one. The print on the T-shirt also included a QR code which gave the owner an extra good deal when placing an order at any of McDonald’s Sweden’s restaurants.

“Considering the engagement we received, it’s safe to say that we all feel strongly about our own particular order. Some make more unique pairings meanwhile others are on the more traditional side. Regardless, your McDonald’s order does say a lot about you and now thousands of fans can flaunt theirs in a fun and unexpected way,” says Susanne Wahlberg, project manager at McDonald’s Sweden.

• Advertising agency: NORD DDB
• Media agency: OMD
• PR agency: Prime Weber Shandwick
• Event agency: Concept Store

Source: NORD DDB

  DDB, Marketing, McDonald's Sweden, McDonalds, Nord DDB