Thats the new, actually now not so new, campaign launched by McDonalds's of the Nordic Region. At a very base level is an episodic advertisement for the brand, wrapped in a story to get the audience interest.(You can catch the campaign at http://www.dreaminginmono.com/ since i may not do full justice to it.) But it ends up being much more - its almost like permission marketing** - its a non intrusive way to connect with its increasingly young audience - who are spoilt for choice and have scarce loyalty to offer any brand.
What i loved about the campaign was how it seamlessly integrated the brand, whilst not obviously marketing it - and hence builds a connection in a very subtle but enduring way. Also, if you compare this with the advertising thats on in India right now - they are in the same space,which is a challenge for most global brands. (The idea takes root in the lives of many consumers who visit McDonald's everyday - and here they share their dreams, their stories, so its about focusing on this time or these exchanges rather than really the product itself) The campaign is truly trans-media as they say, being harnessed on the Internet - on television on all popular social marketing sites - there are ipod apps,music videos, consumer contests the works.
I was curious though to find out, how easy it was do convince the Marketing Dept. to go through with this idea, its a lot of marketing dollars without obvious branding.
**Permission Marketing is a term coined by Seth Godin, the borrowed definition is - marketing for consumers who have opted in.
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