Our foundation was turning a familiar pop culture question 'Do you want Fries with that?' into a statement. Because at McDonald’s, it’s not a question, it’s a fact. 'You want McDonald’s Fries with that'. From this, we created an engagement inviting consumers to start the conversation: 'Tell us what you want McDonald’s Fries with, and you could win it'.We got the word out via Fry cartons, Facebook, Twitter and PR, driving consumers to our site to enter.Conversation spread as consumers shared their entries on Facebook and Twitter, and social chatter buzzed with the trending hashtag #wantfrieswiththat. After receiving thousands of entries, we invited the public to vote for the winner.

We sparked participation•280,000+ visitors to our microsite, fries.mcdonalds.com•200,00 contest entriesWe changed behavioor•120,000+ Searches for McDonald’s Fries•17,000+ Tweets for McDonald’s Fries with 95% positive/neutral conversation on #wantfrieswiththat hashtagWe advanced the business•On a $200k budget, we contributed to a 4% lift in Fries movement year-over-year, which equates to more than 44m boxes of McDonald’s Fries.