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McDonald’s wanted to drive affinity among families and young adults by providing them with a summer of ‘Good Times’. These ‘Good Times’ activations needed to be entertaining enough to engage a wide audience , cut through the social clutter and provide a tangible role for the brand.
Leverage the talent and formats our audience love in a way that is fresh and provides McDonald’s with a starring role. This was done by co-creating activations with high profile music and social talent that were routed in-store or other brand experience and were as entertaining to watch as they were to experience first hand.
We designed and secured several different activations to take place across summer 2016 that would both amplify the ‘Good Times’ message and deliver it to 16-24 year olds and family audiences, creating content that engages and drives affinity, including;
Tinie Tempah surprise gig & live stream, Little Mix flash mob gig and a surprise & delight moment for superfan, Supercharge activations with Joe Charman, Niki & Sammy and Rio Ferdinanrd, Ongoing social content for McDonald’s UK pages
The activations have achieved record beating engagement at scale. Content saw reach in the millions coupled with benchmark beating engagement , view length and view through rates. The content has achieved 8 x the usual level of engagement across Facebook and Twitter, and the activity included the highest engagement rate McDonald’s has ever seen for a paid posts. Average view time was over a third higher than Facebook norms, and on longer videos it was nearly double. The high level of interest resulted in cost per views being driven down dramatically.