Hot day. Melting cone. Smart marketing.

+ 3 Platform Updates for Marketers

May 13, 2025

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This is Luv, and here’s your weekly Marketing Shot :)

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In 2014, on a hot afternoon in Bukit Bintang, Kuala Lumpur’s busiest shopping area, the streets were packed. The heat was heavy, the traffic noisy, and the air filled with bright lights and loud advertising. Every billboard was fighting for attention.

But one billboard stood out from the rest.

It didn’t flash or shout. It melted.

On the screen was a McDonald’s Sundae Cone, slowly dripping away in the city heat. It was simple, clever and hard to ignore. People stopped to watch it melt.

But this wasn’t just about a melting ice cream. It was much smarter than that.

This was the first billboard in the area with a constant internet connection. The team at Arc Worldwide, McDonald’s digital agency, saw an opportunity to turn a normal ad into something people could actually be part of.

So they came up with a fun and interactive idea. They gave people a chance to “save” the sundae.

Anyone walking by could take out their phone, scan a QR code or visit a link, and see a small fan appear on their screen. By spinning the fan with their finger, they helped cool down the melting sundae on the big screen.

It was playful. It was quick. And it made people smile.

After they saved the sundae, McDonald’s sent them a digital voucher for a free one. All they had to do was walk across the street to collect it.

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3 Noteworthy News Updates for Marketers

  1. Edits Adds More Video Editing Tools, Including Text Animations and Filters

  2. X Experiments With Upvotes and Downvotes on Posts

  3. Google Ads announces AI Max for Search campaigns beta

  1. The 1-Page Marketing Plan: Get new customers, make more money and stand out from the crowd (link)

  2. The Psychology of Marketing: How marketers trick us into buying more (link)

  3. The Almanack of Naval Ravikant (link)

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ICYM previous Marketing Shots

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This Brand Turned Censorship Beeps Into Brilliant Branding

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv