McDonalds Launches Interactive Outdoor Campaign at Piccadilly Circus
- Tuesday, March 25th, 2014
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McDonalds has launched Little Piccadilly, an interactive outdoor campaign at Londons Piccadilly Circus, which encourages users to contribute to the content displayed on one of the areas iconic screens.
By visiting the LittlePicca.com microsite, users can create a cartoon character. If theyre at Piccadilly, they can then send their creation to the large screen, where it will appear 24 hours a day. The signs background will alter to match the current time of day and weather conditions. 
McDonalds, and its creative agency Leo Burnett, say Little Piccadilly is intended to be a long-term campaign, with more functionality – including messaging and games – to be added in the future.
