Interactive Display at Piccadilly Circus launches McDonald's and Daktronics in the Spotlight

BROOKINGS, S.D. – Aug. 25, 2009 – McDonald's looked to Daktronics Inc. (NASDAQ-DAKT) of Brookings, S.D. for a new light emitting diode (LED) video display system to light up the world famous Piccadilly Circus, London, United Kingdom.

"We now have a fantastic sign which is brighter, cleaner, sharper and has far more overall impact than our previous sign, or any other sign currently at Piccadilly," said Dan Outram, Corporate Marketing at McDonalds UK. "The fact that we can control it all remotely is also a huge step forward for us."

The state-of-the-art video display system features the latest Daktronics LED video technology with the ability to present live and recorded video images, colorful animation and vivid graphics with incredible brightness and wide angle visibility. The outdoor Daktronics LED video display is approximately 5.63 meters high by 12.03 meters wide with pixels spaced on 16 millimeter centers. Daktronics LED technology offers a long lifetime with minimal maintenance and low power consumption, providing outstanding value and excitement for many years to come.

"Working with McDonald's as the location owners, our role was to specify and project manage the total installation. There was a complete agreement regarding the selection of Daktronics to be the preferred supplier and great responsiveness from them to the particular demands of this iconic site as specified by the appointed contractors and us. Everyone involved was delighted with the outcome," commented Neill Macklin, MT2 Ltd. Spokesman.

"This project attracted a high profile within the LED industry as Daktronics was able to deliver their first LED display to Piccadilly Circus. We were successful largely due to being able to offer a total solution, strong engineering support to the design, manufacturing and project management," said Blair Roberson, Sales Manager, Daktronics UK. "Precision engineering and manufacturing tolerances combined with our excellent project management allowed us to deliver ahead of schedule. This complicated and challenging project has demonstrated our technical expertise and exceeded our customer’s expectations."

McDonald's has recently introduced a new, interactive advertising campaign in London, United Kingdom that allows viewers to interact with a Daktronics display that is located at Piccadilly Circus, similar to New York's Times Square. Viewers have the opportunity to put themselves "into" the McDonald's advertisement with the display as the backdrop and make it appear as if they are holding an umbrella, wearing a bowler hat or ear muffs, lifting a bar bell or blowing smoke out of their ears.

"Piccadilly Circus is a high-profile location in England. Establishing Daktronics in such a popular area increases our presence and showcases our displays and capabilities," said Matt Senden, Technical Support Supervisor for Live Events Services at Daktronics. "The interactive content enables people to have fun with the display, which in turn draws others to see what's going on. It also gives visitors a good souvenir and allows them to make their own postcards."

The Daktronics display at Piccadilly Circus was installed in July 2008, and is currently the only Daktronics display in the area making the interactive McDonald's campaign an added benefit for Daktronics.

Mike Charles, Regional Sales Manager of Daktronics, was in London working on another Daktronics-related project when he had the opportunity to visit the Daktronics display at Piccadilly Circus.

"There was a great deal of interest in the display and a lot of people taking pictures with it. It is the only display on The Circus that has interactivity, and therefore draws a lot of attention from the millions of people who come to this site each week," Charles said. "Besides, it is the best looking display at The Circus."

About McDonald's & Piccadilly Circus

McDonald's is the leading retailer in the global foodservice industry. More than 30,000 restaurants serve 52 million people each day in more than 100 countries.

Piccadilly Circus, considered the most visited site in London, is a center of activity from sun up to sun down. One of the busiest traffic circles in the world, Piccadilly Circus is formed by the junction of five streets and is the equivalent of Times Square.

About Daktronics

Daktronics, celebrating its 41th anniversary this year, has strong leadership positions in, and is one of the world's largest suppliers of, electronic scoreboards, computer-programmable displays, and large screen video displays and control systems. The company excels in the control of large display systems, including those that require integration of multiple complex displays showing real-time information, graphics, animation and video. Daktronics designs, manufactures, markets and services display systems for customers around the world, in sport, business and transportation applications. For more information, visit the company's World Wide Web site at:, e-mail the company at, call +1-605-697-4300 or toll-free (800) 325-8766 in the United States or write to the company at 331 32nd Ave. P.O. Box 5128 Brookings, S.D. 57006-5128.

For more information contact:
Julien Jasserme
Marketing Manager, International Regions: Europe, Middle East, Africa, Latin America & Caribbean
tel:+1-605-692-0200 Ext 57712