McDonald’s started an innovative OOH campaign integrated with dynamic capabilities to help settle the debate that has been stirring since it launched the Big Mac with bacon – Is a Big Mac still a Big Mac if you add bacon? To help start a conversation, dynamic enabled percentage results and location were broadcasted on digital formats across main cities of Ireland. In the fi rst- of-its-kind OOH initiative, screens displayed results from an online poll eased by McDonald’s partnership with Joe.ie, where users cast their vote using associated hashtags (#NotABigMac #StillABigMac). The results were included into PML Group’s Dynamic platform to highlight how people are voting in the Big Mac debate.