To promote its all day breakfast offering, McDonald’s Singapore launched a site, live streaming the new year’s first sunrises as they happen in some of the most iconic cities around the globe, including Paris, London, Moscow, Istanbul, Dubai and Mumbai.
The sunrises will be live-streamed to www.getupandgo.sg. The initiative starts with the world’s first city to experience a sunrise in the new year — Gisborne, New Zealand; and moves west along the day to showcase different cities.
“Instead of just saying that McDonald’s is a great place to have breakfast, we want to demonstrate it to our consumers by offering them a visual spectacle that binds mornings and McDonald’s breakfast together”, said Yvonne Low, senior director for marketing, McDonald’s Singapore.
“The All-Day Sunrise isn’t just a great way to introduce the All-Day Breakfast, but we were also drawn to the challenge of showcasing these sunrises in real time. We’ve mobilised the resources of our global network to make the live-streams possible.” added Joji Jacob, group executive creative director, DDB Group Singapore.
McDonald’s Singapore offered the All-Day Breakfast on the long weekend of 1st to 4th January, 2015.