Instagram Menu is a new take on the McDonald's restaurant menu boards. This campaign integrates social networks with point of sale. And then uploads the photos of people eating McDonald's on Instagram on our restaurant menu boards. Breaking all McDonald's guidelines on how to show appetite appeal in a moment clients are actually deciding on what to buy. Leveraging life style and good vibes of the people on Instagram instead of photoshopped appetite appeal photos.

We tracked all the photos that tagged the @McDonalds_BR profile and hashtags of our products available at the moment in Brazil (#Big Mac, #Quarterao, #DuploQuarterao, #McChicken, #McFish, #McNificoBacon, #BigTasty, #DuploBigTasty, #ChickenSupreme, #CheddarMcMelt, #McFritas, #Sundae, #Casquinha, #McShake and #McFlurry).

Then we directly contact via Instagram Direct Message all the users who tagged us on Instagram to ask authorization for their image rights on our Menus. To approve they just had to send a photo of their ID back to us.

After approval the photos fed an image back programmed em HTLM that send those photos direct to our digital Instagram menus on participant restaurants.

We’ve noticed a 58.5% tagging increase on our profile (@McDonalds_BR) after the stunt.

Our consumers at the restaurants found out that their pictures could be uploaded on our Menu Boards and started posting even more.

Some people that received the Direct Message for legal approval created new contents revealing our interests in using their photos - spreading the news.

Our approval rating was 99.7% (the negatives due to the approval process – they had to send a photo of their IDs).