Cannes Lions
PRIME, Stockholm / MCDONALD'S / 2016
Overview
Entries
Credits
Description
McReservation – McDonald's first ever table booking service
-World premiere for table bookings at McDonald's.
-Book a table for you and your friends via a tailored digital interface.
-Try Maestro Classic during a two-course meal at McDonald's, prepared and served by staff turned chefs, waiters and maitre d's.
Execution
IMPLEMENTATION
1. Secure franchise restaurants to offer tables.
2. Collaborate exclusively with Bookatable, Europe's largest/most premium online reservation service. Create customized interface on their website. Put McDonald's on list of gourmet restaurants.
3. Create simple restaurant assets: Reservation sign, menu, table cover, restaurant staff instructions/manuscripts. Create/activate PR-assets: Invitations, press releases (Swedish/English), press/social media images, news letters, press room material. Hashtag: #bordpådonken
4. Serve two-course meal to guests – Maestro Classic with potato dippers/beverage, and dessert with coffee/tea. Surprise! The dinner is on the house.
TIMELINE
-Campaign live two weeks – Sept. 14th-Oct. 2nd 2015 (Visits from 22nd Sept).
-Tastemakers invited a week before bookings opened. PR-material/social media activated on booking opening day.
-Realtime management in media/social media throughout campaign period.
PLACEMENT
Activation via:
-Bookatable cwebsite (customized/exclusive digital interface), newsletter and social media.
-McDonald's social media/press room/website.
-Invitations/tip-off mails
-Restaurants
SCALE
31 restaurants in 27 cities offered table bookings. 2-8 seats available/evening.
Outcome
Analysis:Whispr Group
AWARENESS
-Local campaign became global news within 24hrs (27 countries).
-Global reach: 263,000,000 (223 articles in traditional local/foodie/elite/lifestyle-media/dailies.) PR-value: 53M SEK (=€5,8M).
-#bordpadonken successful/734K social media reach.
-McDonald's dominated fast food segment in September (80% share-of-voice) and recieved double the media coverage in September vs. August.
CONSIDERATION
-100% positive/neutral coverage on McReservation/Maestro Classic.
-Star-reviews from largest burger blogs.
-Guests brought wine glasses/opera music/wore suits. Staff set tables with own decorations: Porcelein/candles/flowers!
-McReservation/Maestro Classic described as: "super staff!"/"revolution"/"fine dining"/"classy"/"best burger I've eaten"/"new favourite".
-+90% positive/neutral social media/media-discussions on McDonald's food quality during September.
BUSINESS RESULTS
-A top product launch campaign throughout Swedish McDonald's history.
-Maestro Classic a top-selling burger of 2015.
-255 bookings (Goal: 100 bookings).
-Most successful company collaboration for Bookatable ever.
-Ranked best local marketing by staff/franchisees. More restaurants added service during campaign/wanted extended campaign.
-McReservation reactivated for next major gourmet burger launch with 60 restaurants.
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