FC Burger Munich – The McDonald’s Stadium Take-Over
McDonald’s Deutschland Inc., Munich
Leo Burnett Germany, Frankfurt/Main thjnk ag, Hamburg
Till Rothweiler, Andreas Daum
Andreas Pauli, Armin Jochum, Jörg Hoffmann, Christoph Wick
The McDonald’s Stadium Take-Over was staged as an attention-grabbing teaser one week before the launch of the fast food chain’s new burgers. The Allianz Arena in Munich, Germany, lent itself as the venue, since it is not only shaped like a burger but also belongs to one of the most famous soccer clubs in Germany. For three days, 300,000 LEDs transformed the 26,000 sqm facade of the stadium into a giant burger, creating large outdoor advertising at one of Germany’s busiest freeway interchanges. On social media, this resulted in immediate discussion about the new burger.