McDonald’s Canada and ad agency Cossette Vancouver have brought to life one of the first interactive ice sculptures this summer on behalf of McDonald’s Restaurants in Alberta. The objective was to drive consumer interest in the company’s Dollar Drink Days campaign.
Hosted in the town of Sylvan Lake, the stunt saw 8,000 pounds of ice moulded into a seven-foot tall installation, containing over 4,000 sparkling loonies, shaped into McDonald’s famous Golden Arches. The ice melted on a summer Saturday, and consumers chipped away at the sculpture to collect their bounty.
To attract high levels of interaction, the sculpture was strategically placed near the Sylvan Lake Pier – an area frequented by young adults and families. The day also featured a DJ, street promotional teams, hula hooping, limbo contests and giveaways.