McDonalds appoints Indigo Consulting for the McFlurry digital marketing campaign

The campaign urges modern-day individuals to "Slow Down' from the stress and rush of everyday life. The digital campaign takes the same thought viral with extensive use of social and mobile media. Participants are encouraged to not just slow down, but "Pass the Slow' to their friends via mobile and social media platforms.

A unique feature of the campaign is the use of a range of technologies to enable a wide profile of users to participate. From the humble SMS to QR-Codes and Facebook Apps, participants can choose the most convenient medium to share the "Slow Down" with their friends and loved ones. Users can also tweet their own "Slow Down' idea on Twitter by using the hash tag #passtheslow.

Says Satwick Saxena, Business Head ' Thmbstrk, the mobile agency that has conceptualized the mobile campaign, "Being a family restaurant, the McDonalds audience cuts across demographics of age, gender and socio-economic class. Hence the channels and technologies, as well as the campaign message had to be accessible across target groups. At the same time, McFlurry being a premium product, the use of QR codes and Twitter is consistent with the higher end consumers of the product."