McDonald’s this week unveils an entertaining film-led activity in the Nordic region, aimed at delivering a fun experience to guests just as the company does in real life. Developed with Perfect Fools and Happy Fiction, the new brand entertainment experience celebrates Scandinavia’s passion for winter sports.
Dreaming in Mono is a 60-minute drama told primarily over seven episodes. It is being broadcast on four TV networks in the Nordic region and across multiple digital channels including dreaminginmono.com, Twitter and Facebook. The film is supported by Mono Madness, a downhill skiing viral game.
The groundbreaking transmedia story brings to life the rivalries and stereotypes of the Danes, Finns, Norwegians and Swedes in the story of an unlikely group of Nordic people who come together to beat an old ski record, only on one ski: a monoski. The focus of the activity is on McDonald’s guests and their stories and dreams, rather than on the brand or its products.
The film is being broadcast exclusively on TV6 (Sweden), Viasat 4 (Norway), TV3 Puls (Denmark) and SubTV (Finland) and on their online sites. It is also being screened across McDonald’s 465 restaurants across the region.
www.dreaminginmono.com hosts the seven episodes, additional character and storyline material plus Mono Madness, a downhill ski race viral game that mirrors the theme of the film. The site connects to Dreaming in Mono’s Twitter and Facebook pages.
In addition the hub offers music, videos, polls, iPhone apps, a contest, monoski tech tips as well as other applications, along with opportunities to start discussions – all designed to connect people around the story. Each episode has unique content to support both the episode story and McDonald’s core values.
Content is also being spread on major social media platforms such as YouTube, Vimeo, MSN, MySpace, Twitter, Facebook and other niche forums such as freeride.com and more.
Go to www.dreaminginmono.com.
Yet more amazing work guys. Is this the answer to failing mass interruption advertising techniques? An inclusive, engaging, multi-channeled approach to telling the story narrative. It’s gotta be the way forward. I await episode 3 with much anticipation. Brilliant work.
[...] is a hit in Switzerland – or at least it is at the Golden Award of Montreux – where Dreaming in Mono for McDonald’s was awarded with a Gold medal in Web during last week’s festival. [...]
[...] pm on Saturday, June 26, and is open to all festival delegates. Read more about Dreaming in Mono here and see the full festival schedule here. Category Tags Events Cannes Lions, Dreaming in Mono, [...]