What is the best way to draw a crowd with your billboard? Offer something free. McDonald’s in the Netherlands found this out first hand when they did a sidewalk billboard in Amsterdam that held empty McFlurry cups in a locked case. It also helps when the country is in the midst of a record heat wave. The billboard promised that if and when the temperature reached 101 degrees, the case would unlock and passersby could retrieve a cup that they could then take to the closest McDonald’s to be filled with the treat to help them beat the heat. As the temperature rose, a crowd gathered, waiting for the release. At 12:38 pm, the temperature hit the mark and the heat sensitive lock sounded a bell and opened the door to allow anyone there to grab a cup. Despite this being a one time thing, it generated quite a buzz…publications worldwide have done stories on the billboard. Maybe McDonald’s will run the campaign here in Atlanta…we are known for the heat here in “Hotlanta!”