Installation of the Week: Free Breakfast Friday Promotion


There may be no such thing as a free lunch, but as McDonald’s has recently demonstrated, breakfast is an entirely different story. The Free Breakfast Friday promotion recently returned to Ireland in late February, reminding consumers all over the country that the only thing better than a hearty portable meal to start the day is a hearty portable meal free of charge. In fact, February 26, 2016 saw all 89 Golden Arch locations participate by offering customers a complimentary Sausage and Egg McMuffin or Bacon and Egg McMuffin until 10 a.m. that morning.

Source Out-of-Home Ireland and MediaWorks collaborated to help spread the word about the promotion and get hungry Irish consumers salivating throughout the week prior. Eclipse Media joined the effort and installed a special interactive screen within an Adshel 6 Sheet in a curbside bus shelter on South Great Georges St. With software by Cawley Nea\TBWA, passersby were able to snap a photograph of themselves, which was then transposed via faceshift to a live-action body donning a festive McDonald’s jumpsuit. This jump-suited figure proceeded to dance merrily with the pedestrian’s head digitally attached—too overjoyed by the prospect of a fast and cost-free breakfast to keep still.  Of course, the option to share their video on McDonald’s Facebook page followed shortly thereafter.

“Free Breakfast Friday is all about rewarding our customers and delighting them with something unexpected,” said Gill Blake-Swift, McDonald’s Senior Brand Manager. “This site allowed us to build excitement and a sense of urgency in the run up to the event. We were delighted to support our national Outdoor campaign with this innovation. The customer experience and the extended reach through social sharing certainly heightened Free Breakfast Friday’s impact and ultimate success.”

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa,, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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