McDonald’s Sweden has just finished its Pick N’ Play operation. The concept was simple – it allowed passers-by with a Smartphone to play Pong on a giant screen in Stockholm. Winners got a free dessert.

Anyone close to the screen could log on to a specially created web-site and play. There was no need to download any application. The player chose the dessert that he wanted to win and started to play, using the telephone as a joystick. If he was not knocked out after 30 seconds, he received a coupon on his phone enabling him to collect his prize at a nearby McDonald’s.

The campaign was created by DDB Stockholm.