Dreaming In Mono By McDonalds

Written by Laurens Bianchi on January 30th, 2010 | 2 comments

McDonald recently launched “Dreaming in Mono”, a 60 minute satire for television broadcast over seven episodes on four television networks in the Nordic region, and online at Dreaminginmono.com

The transmedia story of Dreaming in Mono brings to life the rivalries and stereotypes of the Danes, Finns, Norwegians and Swedes in the story of an unlikely group of Nordic people who come together to beat an old ski record, only on one ski: a monoski.

The focus of the activity is on McDonald’s guests and their stories and dreams, rather than on the brand or its products. Dreaming in Mono has been promoted by releasing some entertaining trailers, which all ends with an url of the Dreaming in Mono hub, where the concept is being centralized.

Check out one of the trailers for the episodes here:

The Dreaming in Mono hub offers music, videos, polls, iPhone apps, a contest, monoski tech tips as well as other applications, along with opportunities to start discussions – all designed to connect people around the story. Each episode has unique content to support both the episode story and McDonald’s core values. Content is also being spread on major social media platforms such as YouTube, Vimeo and Facebook.

Check out the first 2 episodes here:

To understand that this really something different, you can view anexplanatory video of  McDonald’s Nordic Marketing Director Shaun Russell’s. We’re looking forward to your feedback!

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2 Comments

• Ypulse Essentials: ‘Cherub’ Comes To The Big Screen, Loopt Gives To Haiti, School Gyrls | Ypulse says:

  February 4, 2010 at 21:41

  [...] McDonald's debuts 'Dreaming in Mono' (a satirical Scandinavian web series. Also KIA's Super Bowl ad targets millennial moms and [...]

  Reply
• Ypulse Essentials: 'Cherub' Comes To The Big Screen, Loopt Gives To Haiti, School Gyrls | Hollywood Teen says:

  February 4, 2010 at 22:08

  [...] McDonald’s debuts ‘Dreaming in Mono’ (a satirical Scandinavian web series. Also KIA’s Super Bowl ad targets millennial moms and [...]

  Reply