MCDONALD’S: Loving the good times

Action: Targeting music as a passion point for millennial customers

McDonald’s wanted to position itself as an enabler of access to popular culture, targeting music as a passion point for customers aged 16-24. It tasked us with creating a showstopping activation that had the McDonald’s McFlurry at its heart.

Create: Delivering a shareable experience with the product at its heart

We converted a vintage Airstream trailer into the ultimate ice cream van and took it on the road to festivals across the UK, serving up McFlurry freebies to festival-goers who proved their love by sharing a picture on social media.

We created a festival route including British Summer Time, V Festival and Leeds Festival, that would give McDonald’s huge opportunities to see numbers and national scale. We negotiated festival rights packages to include tickets, IP usage and IP pass-through rights for good times partners, ensuring campaign integration and reach beyond the festival field.

To ensure a consistent look and feel across all touchpoints in the activation, we took the light blue and purple colour often seen on McFlurry POS and married this with a fun and bold emoji festival style resulting in creative that stood out across all the festival locations.

At the festivals we built a giant, 4.5m McFlurry Cup. Customers could go inside and use the latest matrix photo booth technology to take a 180 selfie that they could share across social media. We also secured additional influencer amplification through artists and influencers like Callum Turner and Niko Masarin who visited the activation and posted imagery on their channels. We also gave away ‘Big Mac macs’ to festival goers trying to avoid the rain. Customers actively sought out the activation to get their hands on ponchos. Even Little Mix’s Jessie pointed them out when she was performing at Fusion!

Impact: Serving over 44,000 McFlurrys to festival goers

  • Over 44,000 McFlurrys served
  • Over 8,000 Big Mac macs were distributed
  • Over 15,000 digital content shares
  • 9m people reached through influencer activity

To read about how we delivered the good times again in 2018, click here.

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