McDonald's is teasing commuters with a smart billboard which offers up free ice cream when temperatures hit scorching levels.
Earlier this month, the fast food chain launched an outdoor campaign sharing McFlurry ice creams via a smart billboard capable of detecting the temperature.
JCDecaux and TBWA/Neboko achieved the outdoor execution in Dam Square. When the temperature cranked up to 38.6 degrees Celsius, the ad opened and a choice of Rocky Road, M&Ms, Kit Kat and StroopWafel McFlurrys was offered.
With the rise of such technology, billboards are becoming both more exciting and adaptable to external conditions.
For adults lacking the sweet tooth, Carlsberg earlier this year created the World’s Best Ad Board – which poured pints for folk in East London.