Region: Sweden | Date: October 29, 2026
McDonald’s Sweden and creative agency NORD have launched ‘Paranormal Deals’, a Halloween campaign that brings selected former restaurant locations back to life. Using geofencing, special offers appear in the McDonald’s app when users approach the addresses where restaurants once stood, as if sent by the McDonald’s of the past. Digital out-of-home advertising carries spooky clues hinting at where the mysterious offers are hiding, with the campaign also running across online video, social media, radio and cinema. “How many brands can still tempt people with burgers from their former restaurants?” asks NORD copywriter Fabian Luthander.
Why it matters: The campaign is a standout example of contextual DOOH: it turns real brand history, place and proximity into interactive media, linking screen-based clues with mobile geofencing to drive app engagement during a seasonal moment.
Source: Roastbrief
