Here is a smart campaign idea from McDonalds in Poland by DDB Warsaw, which has just won some acclaim at Cannes.
At the Central Station of Warsaw, Poland, McDonalds integrated their menu into the train timetable. The timetable not only showed up-to-date schedule information but also showed how many items from the menu you had time for depending on how long you had to wait for your train. If you were delayed by 20 minutes it showed that you would have time for a cheeseburger and some fries. This is a clever way to capture users attention when they are likely to be waiting around. McDonalds saw an increase of 4,500 extra customers in the first month after installing the new timetable. Thanks Pawel.