What’s it like behind the scene of McDonald’s? How is the quality of the food? What steps does it take to serve the customer a fresh burger? Every day, McDonald’s answers to questions from fans and critics – always under the communicative maxim „State less, proof more!“ By having an open day, it was supposed to show that McDonald’s can allow itself openness and transparency like no other company. Namely not only in restaurants throughout Germany, but also in the world wide web. Visible to all, who were interested and with the chance to ask questions live. The communicative focus was the quality message and the company news. To give variety, entertainment elements and several influencer were included. Furthermore guests and the Social Media community were invited the whole day to ask their questions, give suggestions or participate in lotteries.

12 hours accessible like never before, packed with interesting and entertaining insights of McDonald’s world – Live@McDonald’s took place on October 15th 2016 and it was the most successful Social Media Live Event. With the live broadcast of „Big Mac TV“ from the McDonald’s restaurant in the Mall of Berlin, more than 6 million viewers were reached throughout all of McDonald’s channels on Facebook, YouTube and Twitter. On top of that, all those interested were able to watch the broadcast on the in-store restaurant TV in over 600 restaurants. Almost 750 restaurants opened their doors at the same time and allowed visitors a backstage tour on site to get an idea of the quality and product safety at McDonald’s.

More than 6 Mio people reached via Facebook

More than 300.000 viewers via Periscope

Nearly 400.000 viewers via YouTube

747 McDonald's restaurants offered Backstage Tours @Open Day

About 90 % franchisees took part @Open Day

20.000 participants nationwide @Open Day

30 Mio reached audience