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McDonald's Poland marked the return of its seasonal Drwala burger by turning a restaurant in Wrocław into a giant coloring book. Papaya Plus and TBWA Warszawa (ex DDB Warszawa) let fans color the building in real time.
On site, fans used a digital interface to choose colors and apply them to the building in real time – creating a live, participatory artwork in the middle of the city.
Nearly 50,000 people visited the restaurant in 8 days, and the coloring-book look spread across Wrocław on bridges, trams and a social filter.
Las empresas ganadoras registran, en promedio, un 38 % más en ventas. Entre en Eventex Awards o reserve una consulta estratégica gratuita.
