In October 2014, McDonald’s opened up like never before and invited consumers to ask them anything about their food on social media. The goal was to change perception and drive positive sentiment through a two way dialogue with customers via social platforms and through views of the webisode content on YouTube. To encourage consumer interaction, high impact digital media was used to drive awareness and engagement. Facebook target roadblocks, YouTube mastheads and an About.com sponsorship did the heavy lifting to drive over 19M webisode views and 41,000+ questions.

“Our Food. Your Questions.” changed both the conversation and the way people think about food driving a 47% increase in social chatter about McDonald’s food, with a 21% increase in positive/neutral sentiment. Critically, Millennials saw a 53% increase in “feeling good about eating McDonald’s food.” This led to a more positive perception of McDonald’s in the US resulting in a:

- 42% increase in the belief “McDonald’s is taking steps to be more transparent about its food”

- 32% increase in the belief “McDonald’s serves real food”

- 28% increase in the belief “McDonald’s uses fresh ingredients”.