updated 01:45 am EDT, Mon June 6, 2011
McDonald's Sweden shows iPhone-linked billboards
McDonald's in Europe has been trying a pair of promos leaning on phone technology to lure customers to its stores. One in Stockholm, Pick 'n Play, lets those with at least iPhones control a game of Pong on a giant LCD billboard. The system goes app-free and just uses an optimized web page with HTML5-based location finding to only allow play from those physically close to the ad.
Another asks users to snap a photo of moving targets on the billboard. If they get a McDonald's food item like coffee or a sundae, they get a free instance of the food just by showing the photo to a clerk.
Two-way billboards aren't entirely new but have usually hinged on straightforward phone services such as phone calls for the Motorola Droid Times Square ad or showing text messages on a screen. McDonald's Pong promo suggests what would be possible with other ads targeted at smartphones, where geolocation and HTML5-capable web browsers let users participate without having to rely on special apps. [via CNET]