THJNK, Munchen / undefined / 2017
The McDonald’s Deutschland products meet the highest quality standards,
There’s no doubt that the quality is of the very best. The problem is that
people are more likely to believe rumors,
distorted facts and myths about McDonald’s that circulate on the Web than
the truth. Wild stories are always more appealing than reality. So how do
you get a young, digitally savvy target group to engage with the topic of
“McDonald’s and quality” at all?
Our campaign was launched simultaneously in cinemas, OoH and online.
While in cinemas the commercial was flanked by a promotion, we linked it
online directly to our hub where visitors learned the truth about McDonald’s.
There, people were able to see for themselves where the potatoes for
McDonald’s delicious fries actually come from. For the different social
media activities, we developed customized formats for each individual
channel. We created a dedicated start screen with subtitles for Facebook
and chose the 1:1 format supporting mobile devices. An extra-long version
was available for viewing on YouTube.
Bloggers such as Schlecky Silberstein covered our commercial and little
boomerangs and snippets linked users directly with our hub.
Our Fries Forest myth commercial has been viewed online over 13 million
times, including more than 5.6 million views on Facebook alone.
We achieved a total of over 84 million ad impressions on the Internet.
Since our commercial was linked to the quality hub on all social media
channels, the number of visitors to the hub rose by over 900%. That meant
we not only succeeded in enhancing people’s perception of McDonald’s
quality in one fell swoop, but also scored a significant image gain
into the bargain.