McDonald’s unleashes “McScream” OOH installation in NYC for Halloween

McDonald’s has launched a massive, instantly viral Out-of-Home (OOH) installation in New York City for Halloween, unveiling what the internet has quickly dubbed the “McScream” burger. This colossal sculpture dominates the skyline, merging the brand’s iconic fast-food visuals with classic horror movie imagery in a bold, unforgettable way. The installation features a gigantic, melting cheeseburger where the bright yellow cheese has dripped down and formed the unmistakable shape of the screaming face from the Scream horror franchise. Positioned against the backdrop of city skyscrapers, the sheer scale and thematic precision of the piece ensure that it functions as an essential landmark for the holiday season. 

The strategic placement of the McScream installation was designed to maximize real-world exposure and drive digital amplification. New Yorkers and visitors immediately spotted the ghastly, dripping burger, leading to an instant flood of content across social media platforms. By creating a spectacle that is highly shareable and unique, McDonald’s successfully converted a physical OOH placement into massive organic reach. This execution demonstrates a savvy use of outdoor media as a piece of “media bait,” positioning the brand squarely within the cultural conversation surrounding Halloween. 

This large-scale, seasonal stunt serves as more than just a promotional tool for a new menu item; it’s a testament to the power of high-impact OOH to reinforce brand personality. The McScream campaign taps directly into the holiday spirit, conveying a playful yet edgy side of McDonald’s. By investing in a memorable, non-skippable experience that blends humor and spookiness, the brand has created significant awareness and a strong festive connection with its audience right on the streets of New York.