Every day, 131 million people use the Hamburger Menu, the Internet’s universal navigation icon. Problem is, you can’t use it to order a burger. And the way McDonald’s sees it, if it’s called a Hamburger Menu, you should be able to get a real burger from it.

Through this digital activation, the brand’s goal was to drive social conversation and expand brand love in a new and dimensional media space (Reddit), while also driving trial and guest counts through the App. McDonald’s developed this unique and engaging campaign especially for the target that lives within the Reddit-sphere.

In the 80s, Norm Cox invented the Hamburger Menu. For the first time in history, McDonald’s allowed fans to get a burger through the Internet's "Hamburger Menu". And what better place to do it than on their very own homepage and on the Internet's front page: Reddit. So, on December 3rd - Norm Cox's birthday - people fired up their mobile browsers to get a burger off the "Hamburger Menu" on McDonald's.com and Reddit.com.

McDonald’s wanted to drive social conversation and expand brand love in a new and dimensional media space — Reddit — which also driving trial and guest counts.

To achieve that goal, the brand targeted an audience of fast food lovers and people with backgrounds in technology, such as web designers, programmers and coders. These individuals would be inherently familiar with the Hamburger Menu icon, as well as appreciate the new functionality, and asked them to click the Hamburger Menu icon on their mobile device to order an actual burger from it.

As the third most visited site in the United States, with Subreddits covering a multitude of topics and a native Hamburger Menu icon on their mobile site, McDonald’s partnered with Reddit for maximum impact of this navigation takeover.

The Hamburger Menu was a digital navigation takeover on Reddit.com and McDonalds.com that improved the user experience by giving burger fans the ability to order a McDonald’s burger simply by tapping the Hamburger Menu icon.

Though this was predominantly a navigation menu takeover, the buy also included targeted subreddit takeovers and a desktop homepage takeover that featured Reddit's "Snoo" dressed as the infamous Hamburglar.

McDonald’s pushed content on Twitter, Instagram, Facebook and Reddit to let the world know about the techy one-day takeover held on December 3, 2018.

The activation drove nearly triple burger offer redemptions on the App (WoW). The App also saw nearly 2k+ incremental downloads as a result in just a 24-hour period.

This campaign exceeded all 3-campaign metrics with the Teaser content in particular driving a 109% higher click through rate than McDonald’s campaign average.

Reddit's click through benchmark was exceeded by 24%.

The AMA that was hosted with "Hamburger Menu" inventor, Norm Cox, saw over 450 comments in the 1-hour session which also garnered nearly 5M impressions. The AMA was hosted within a promoted post, which continued to reach our consumers while providing a high-engagement component.