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30/01/2010 by

Dreaming In Mono By McDonalds

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

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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Laurens Bianchi

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