Monday, February 25, 2013
Big 'n' Juicy
This is an advert promoting McDonald's largest hamburger ever, The Big 'n' Juicy, where the consumer is able to take a huge paper napkin from McDonald's giant napkin dispenser.
This is an example of the interactive experiment template (Goldenberg, Mazursky & Solomon, 1999). Typically, ads of an interactive nature emphasize a problem that can be solved by performing the required action. This is achieved in this advert by demonstrating the unique aspect of these napkins and therefore the accompanying burger - the sheer size. The audience is able to engage in an imaginative, fun and creative action which enables active personal participation, sure to increase interest and memory of the product.
The physical action, executable on the spot is indicative of the activation version of the interactive experiment template described by Goldenberg et al. (1999).
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.