Cannes Lions

McDONALD'S LATE-NIGHT MENU

OMD USA, New York / MCDONALD'S / 2007

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Execution

We created unique “media” in bars that aimed to not only increase appetites but decrease drunk driving.

Developed coasters and oversized French fry “walk the line” sobriety checks. Wobbly walkers received a free ride home in a “Fry Cab” with a trip to McDonald’s.

We “lost” 10,000 of Ronald McDonald’s wallets in cabs. The wallet contained his driver license, a list of McDonald’s locations, coupons, and a discount for a summer concert featuring YAM acts.

Outcome

DUI arrests were down 14% Late night sales increased 20% - $1.6 million additional sales Guest count rose 17% - 63,000 new customersEarly evening sales over-delivered on goals - increased 5% 4%, of coupons redeemed - twice McDonald’s averageNearly every passenger sang “I’m lovin it” during their ride.

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