It’s only January 8, so we can still talk New Year’s Eve stunts. As the world eagerly awaited the traditional Times Square Ball Drop to welcome 2024, McDonald’s took a playful and quirky approach with its second annual Fry Countdown, stepping into the spotlight to help fans pass the time leading up to midnight.
Organized in collaboration with DDB Chicago, the Fry Countdown went live on the colossal billboard atop McDonald’s iconic restaurant in Times Square, known as the third largest billboard in the area, a full 10 hours before the anticipated ball drop.
The creative and entertaining event kicked off with a visual representation of time using over 600 golden fries, each symbolizing the minutes left in 2023. In a unique and engaging twist, one fry was playfully removed every passing minute, creating a lively countdown until the last fry was welcomed in 2024.
Starting December 26, McDonald’s teased the Fry Countdown with a video on the same billboard, featuring a simple yet intriguing message with only the date ’12/31,’ building anticipation for the fast-food giant’s planned New Year’s Eve content.
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To keep revelers engaged during the chilly wait for the ball drop, McDonald’s incorporated various “time-waster” content throughout the 10-hour experience. Alongside the dynamic Fry Pull Asset, where each fry pull represented a minute closer to the new year, McDonald’s featured entertaining mascot races and trivia sessions that rotated within the run of the show after 8 pm.
Additionally, the brand injected fun into the waiting period with engaging Photo Hunt challenges, ensuring a memorable and enjoyable New Year’s Eve celebration.
McDonald’s innovative approach to New Year’s Eve entertainment not only added a delightful twist to the traditional festivities but also showcased the brand’s commitment to creating memorable experiences for its fans. The Fry Countdown brought a playful spirit to Times Square, capturing the attention and enthusiasm of those eagerly anticipating the arrival of 2024.
CREDITS:
BRAND: McDonald’s
AGENCY: DDB, Chicago
- Executive Creative Director: John Hansa
- Creative Director: Tony Katalinic
- Associate Creative Directors: Ivan Rivera Camilo Ruano Kat Dudkiewicz Jeff Oswald
- Executive Producer: David Moore
- Producers: Alethya Luiselli, Katie Shutt
- Business Lead: Veronica Zamiar
- Account Director: Emily Kuusisto
- Account Handling: John Balch
- Account Executive: Jessica Bleiweis
- Strategy Director: Lucy Remitz
- Strategists: Tom Zauberman, Niharika Verma, Charlotte Thomas, Maeve O’Brien
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