In Perfect Fools’ and McDonald’s session at Cannes Lions 2010 last week, Shaun Russell, Nordic Marketing Director at McDonald’s, teamed up with Fredrik Heghammar, Tony Högqvist and Patrick Gardner to tell the unlikely story behind this winter’s transmedia campaign Dreaming in Mono: the project’s strategic roots, how it evolved through production, and where McDonald’s Nordic is headed next. The seminar took place on the final day of the festival, Saturday. Watch a part of the session here.
Next week Perfect Fools’ Fredrik Heghammar, Tony Högqvist and Patrick Gardner are heading south together with McDonald’s Nordic Senior Marketing Director Shaun Russell to hold a seminar at the Cannes Lions festival. The topic is transmedia storytelling and in particular McDonald’s Dreaming in Mono, a brand entertainment experience consisting of over one hour of feature film content broadcast across TV networks in the Nordic region, as well as related elements distributed in-restaurant, on Xbox live, iTunes and online.
The session will take place in the Palais’ Debussy Theater from 1.00 – 1.45 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.
Monoskiing 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. Pacifico Alarm Clock produced for Creature Seattle was among the finalists, also in Web. See full listing of winners for 2010 here.
McDonald’s Dreaming in Mono, H&M Spring Fashion and The PUMA Index (produced by Perfect Fools for Droga5) are Webby Awards Honorees in ‘Integrated Campaigns’, and ‘Websites – Fashion’ respectively. Full list of Webby Honorees for 2010 found here.
If it’s big and it’s about burgers it’s bound to show up at industry hub BurgerBusiness.com. BB features an interesting look at McDonald’s Dreaming in Mono today. Check it out here.
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.
