McDonald's introduces Good Times Island
The Netherlands. The country of polders, ditches and flat landscapes has gained a new piece of land. A tropical island, located in the Ijssel lake, nearby the touristic harbor town Volendam. The islands’ surface is 300 square meter. On it you’ll find everything you would expect to find on a tropical island: a snow-white beach, towering palm trees, tropical flowers, hammocks, a water source, an 8 meter high waterfall and… a special McDonald’s ordering point.
Good Times Island is McDonald’s’ summer campaign within the Always Open For Good Times theme. The main goal is to bring summer good times to all the Dutch people who can’t visit a sunny destination this summer. Everyone in the Netherlands can win Good Times Island. On the special website people can apply by telling us why they think they deserve a stay on the island.
The winners receive a completely catered day on the island where they will experience good times. The first winners have been surprised with a tropical photoshoot on the island. And in two weeks’ time there’ll even be a wedding on Good Times Island. Each stay is made even more delicious with McDonald’s’ new summer burgers – the Maestro Smokey BBQ and the Summer Crisp Parmesan – which can be ordered through the special ordering point on the island. Good Times Island exists as long as the summer lasts.
Darre van Dijk, Chief creative officer of TBWA\Neboko: "Instead of just making an ad with the new summer offers we wanted to give the people in the Netherlands something they have never seen before. A tropical Island you can own for a day with friends is the ultimate summer experience and the fact that it is in our backyard sort of speaking makes this even more fun."
Erwin Dito, Marketing Director at McDonald’s Netherlands: "This island is a great methaphor for what we stand for: to spark spontaneous moments of joy for our guests. We offer them a true 'money can’t buy-experience'. The fact that we actually built this real life, makes it even more special. The knife cuts both sides, as it is as well our sunny décor for our TVC’s, content creation and it serves as a launch platform for our special summer products; burgers, lemonade and sides."