McDonald’s marks arrival of the Chocolate Soft Serve with ‘Mega Choc Soft Serve Machine’ activation via Akcelo and Mango
To celebrate the nationwide launch of the permanent dessert menu item Chocolate Soft Serve, Macca’s summer of Soft Serve has launched a bunch of giveaways and events taking place across the country throughout summer including the ‘Mega Choc Soft Serve Machine’ pop-up, created by Akcelo, on St Kilda Beach in Melbourne from today December 8th to the 10th.
From beachgoers to Macca’s fans, all customers will have the chance to get their hands on the rich and creamy Chocolate Soft Serve across the three-day event.
Standing at 8 metres tall, the larger-than-life Mega Choc Soft Serve Machine will be serving up free Chocolate Soft Serve with a topping choice of OREO Cookies, M&M’s Minis or a Cadbury Flake.
The epic Mega Choc Soft Serve Machine with an interactive lever is surrounded by a moat filled with iconic Soft Serve toppings – OREO Cookies, M&M’s Minis and Cadbury Flakes. There is also a Macca’s swing for customers to snap a photo on and a dedicated chill-out zone for fans to hang out together by the beach.
Chocolate Soft Serve lovers can pop down from 3:00 PM to 7:00 PM on Friday 8 December, or between 11:00 AM to 7:00 PM on Saturday 9 December and Sunday 10 December.
Adding a new swirled serve this summer, the launch of Chocolate Soft Serve has doubled Macca’s dessert range, with the Chocolate flavour now available in restaurants, via the MyMacca’s app or McDelivery nationwide across all Macca’s classic desserts including Cones, Sundaes and McFlurry.
Says Liz Whitbread, senior brand manager for McDonald’s Australia: “This summer is Chocolate Soft Serve summer. With Chocolate Soft Serve being our biggest addition to our permanent desserts menu since the McFlurry, it’s only fitting we celebrate in a big way.
“What better way to do that than bringing people and food together with free Chocolate Soft Serve, and an epic 8 metre Mega Choc Soft Serve Machine by one of the country’s most iconic beaches.
“The Mega Choc Soft Serve Machine is here for a good time, not a long time, so head down to St Kilda to score your free Chocolate Soft Serve and soak up the atmosphere while you can.”
To keep the celebrations going, Macca’s is taking Chocolate Soft Serve on tour. From 1 December to 10 February, customers can score a free Chocolate Soft Serve with the Macca’s Soft Serve Van travelling across the country in selected locations in Victoria, New South Wales, Queensland, Western Australia and South Australia.
Chocolate Soft Serve joins Macca’s lineup of sizzling summer menu items launched last week, including the McRib, McRib Deluxe, Chicken Big Mac, Onion Rings with BBQ Sauce, Tim Tam Chocolate McFlurry and Frozen Coke Creations Y3000, available across Macca’s restaurants nationwide, via the MyMacca’s app and McDelivery, for a limited time only.
For more information visit: https://mcdonalds.com.au/softservesummer
Client: McDonald’s Australia
Creative: Akcelo
Media: OMD
PR: Mango Communications
22 Comments
WHY do brands do these.
why is the mid journey image here so different to the ice cream truck in the link?
Because it pretty much rained all weekend lol. Not the same visual on a soaking wet Melbourne day at St Kilda beach
that’s like asking why do brands make TV ads that nobody watchs.
At least the ads will reach more than a few hundred people
This isn’t a running gag anymore. Akcelo really are just an “agency” that make large objects.
Because earned media + earned social is cheaper and more effective at reaching Gen Z than a…TVC??
Not sure why they would PR the mock up. Rookie stuff
Client: “Love the concept mockup. But can you do it for a quarter of the budget of this?”
Agency: “That would give you a repurposed caravan, a couple of umbrellas, and a few sunchairs.”
Client: “Great! Approved!”
Agency: “Erm..then can we use the mockup in our PR release to show how creative we are?”
This is a crazy waste of money
All earned media should be assessed on how much it costs vs the return.
The media return on this will be terrible and it’s a massive brand
And so far from creative it’s embarrassing
…Everything that is wrong with the PR industry.
You’re just telling on yourself now. The unconvinced shtick is really boring by the way
i think what’s really interesting on this page is how threatened creatives are by the arrival of this kind of work. there’s so much delusion. i’ve heard so many people clients recently tell me that their agencies always just think TVC. Nobody watches them anymore.
The ‘arrival’ of this kind of work? Sub-par activation agencies have been doing this type of subpar work for 20 years. This probably cost $300-400k in build and permitting costs for a handful of people to see it. The Spiderman thing too…
you obviously know little about activation costs. no where near 300k-400k. far less than producing some TVC that nobody will watch
Not gonna lie, it was pretty impressive at St Kilda beach. Kids and family’s loved pulling the lever to activate the steam? Pretty impressive over-all, even had a golden aches Swing!
https://www.instagram.com/p/C0lO2rjRgss/
https://www.tiktok.com/@rachelkee10/video/7310889555450694914
Big thinging….again…and again…and again
hahaha do you realise if you made a TVC with the same cost you would spend at least $1m on media.
Just one tiktok of the Spider-Man thing has over 15 million views but some dickhead still believes no one saw it.
Build, permit, agency costs, paid influencers to seem organic, security for 72 hours, bump in and bump out costs, storage. Definitely around the $300k mark. Also Stans, who mentioned TV? I surely didn’t.
no chance it’s 300k. you could do it for half that. trust me. people are just happy to pay inflated fees.