McDonald’s receives 1 social mention every second, but remains the brand many love to hate. To revive its relationship with consumers, McDonald’s must speak directly with its audience on a global scale. But to shift perception and sentiment on a global scale, McDonald’s must break through the clutter of our audience’s daily lives with a large-scale global activation. The campaign must be inherently entertaining, social, press-worthy, sharable, and above all engaging.

Unprecedented scale and timing were our ultimate challenge. Specifically: planning, managing and producing 24 filmed events across 24 cities on exactly the same day, Tuesday 24th March. Preparing 3 networks, hundreds of crew members, tens of thousands of participants, and countless cameras.

Through nearly a year of event concepting and preproduction coordination with multiple global rehearsals, the agency network assisted in a scripted documenting of the live events.

Using an application named Slack, we were able to create channels and link realtime communications between 24 global clients, 24 agency partners, and 24 event/production partners, to McDs global HQ and PR teams to seamlessly guide production content creation.

imlovinit24 engaged nearly 70,000 physical participants and created over 1,000 pieces of content for social platforms. There were 864 articles published about the campaign whose videos received 22,571,484 views. On social media, we’ve garnered a total of 34,628 mentions, which is 850x the daily average. On Facebook, across 22 markets, the Hero video had 535,112 interactions (likes and shares), and on Twitter, 13 markets had 65,189 interactions (favorites and retweets). In total, imlovinit24 resulted in a reach of over 960 million with a 500% spike in positive sentiment.