adStream is a journal of ad-spottings in online music services that highlight how commercials (audio and visual) can be an integrated part of the online listening experience.
We noted that the McDonalds “Think With Your Mouth” campaign for Big Mac sandwiches won an award at Cannes Lions this year, and we have been spotting the digital placements in streaming music services.
The campaign creators describe the 2013 launch as “the antithesis of overthink.” There are many 15-second TV spots and graphic interstitials representing the campaign. We spotted a nicely relevant one for music listeners, in iHeartRadio: “Raise the roof…of your mouth” — a sly double-entendre hooking into music that raises the roof.
The digital portions of the “Think With Your Mouth” campaign was targeted demographically. “Digital placements went further to target Millennials, delivering simple, contextual reminders to not overthink simple passions, especially passions like sports and music.”