Become a Resident of McDonald's Little Piccadilly

Fast-food chain McDonald’s is giving consumers a chance to see their face in one of London’s iconic landmarks.

The McDonald’s advertising sign has been part of the fabric of Piccadilly Circus for more than 20 years, but they re-launched yesterday with a revamped display called Little Piccadilly.

The site, created by agency Leo Burnett, is the world’s first digital advertising screen to be fully interactive 24/7, 365 days a year.

As people pass by the McDonald’s screen, they can create their own animated character and send it directly to the sign via their smartphone, so they become a permanent resident of Little Piccadilly.

The interactive display resembles a gigantic visitors’ book showcasing all the little residents as well as illustrating the idea that Piccadilly Circus itself is an ever changing world full of new faces.

With millions of possible animation combinations in the long-term initiative, passers-by will never see the exact same thing twice.

Nathalie Pomroy, director of marketing at McDonald’s UK, says: “Little Piccadilly is the next step in our digital journey, allowing people to interact with this unique landmark in a unique and exciting way. We hope that passers-by will enjoy the fun interactive elements of this, creating their very own Little Piccadilly resident for all to see.”

Little Piccadilly is a long-term initiative, with new features such as messaging and games to be added over time.

To become a resident of Little Piccadilly, visit Little Picca and create your character.