McDonald’s is relaunching its Piccadilly Circus ad site to become ‘Little Piccadilly’, letting passers-by create their own animated character and send it directly to the Piccadilly screen via their smartphone.
The long-term initiative is part of McDonald's wider plans to "reflect the democratic values" of the McDonald's brand.
Nathalie Pomroy, director of marketing at McDonald’s UK, said: “Little Piccadilly is the next step in McDonald’s digital journey, allowing people to interact with this iconic landmark in a unique and exciting way.
"We hope that passers-by will enjoy the fun interactive elements of this, creating their very own Little Piccadilly resident for all to see. We have embraced recent innovations in the digital media field, and as new trends develop and as the interactive media industry reaches maturity, we will continue to look for innovative ways to communicate with our customers.”
Devised by Leo Burnett’s Pansy Aung & Anna Sweet and developed by Amanda Julius & Elisa Frediani, there are over 300 million possible combinations of illustrated artwork and animations available at launch.
New functionality, such as messaging and real-time games, are also set to be rolled out in the future.
Fans are being invited to visit LittlePicca.com on a connected device to start creating their very own little resident.