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When McDonald’s set out to make its burgers even better ahead of its 50th anniversary, it deserved a ‘mic-drop’ moment.

But how would we make the public sit up and take notice of what were essentially small – but impactful - technical changes in the kitchen?

The answer was the McDonald’s Best Burger Sensoriummm – a spectacular, larger-than-life, sensory experience where visitors felt like they were literally stepping INTO the new improved burgers as they learnt about the changes.

The campaign resonated with hearts, minds, and taste buds… 5,000 event attendees, 233 editorial articles, 3 million social views AND significant sales impact.

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Louise Page, Head of consumer communications and partnerships at McDonald’s UK said: “The launch of the Best Burger campaign in the brand’s 50th year in the UK was the perfect opportunity to create a truly unique and unforgettable brand experience. Our most generous activation yet allows the public to not only take part in the exclusive 360-experience free of charge, but to collect 2500 points to redeem at a restaurant of their choice to try one of our enhanced burgers for themselves.

The Outernet was the perfect choice for us to have fun with this launch - seamlessly combining the efforts of multiple marketing and communications disciplines to create something exceptional and one of a kind.”

Bethany Cawthorpe - Peck, Director from Red Consultancy said: “The brief required us to take a technical set of changes taking place in the kitchen, simplify them, and communicate them to the public in a way that was not only educational, but memorable and really good fun. We designed the campaign with the objective of taking people inside the newly enhanced McDonald’s beef burger.

Using the incredible technology and space at the Outernet allowed us to fully immerse audiences in the changes to the burger, in a destination that’s not only round the corner from so many McDonald’s restaurants, but that commands a colossal footfall.”

Natasha Broady, Client Services Director at Seen Presents adds: “We’ve worked hard alongside Red Consultancy to develop the creative vision for the ‘Best Burger’ campaign, showcasing McDonald’s newly enhanced beef burger and their playful personality in a tangible and fun way.

We always design our work to evoke emotion within our attendees, so when Red Consultancy came to us with the brief, we wanted to maximise impact and elevate the concept by tapping into each of the senses, creating a fully immersive experience that would leave a lasting impression."

Philip O’Ferrall, President & CEO of Outernet Global quotes: “McDonald’s combines that rare quality as a brand that is established and iconic but at the same innovates constantly. This campaign reflects that in such an impactful way - it’s fun, uses the Outernet digital canvas to maximum effect and is a partnership we are so very proud to have.“