People have been drifting away from McDonald’s. Therefore, we needed them to feel a connection with McDonald’s and come back again. The campaign was to enhance consumer engagement with brand by providing fun and excitement burger experience.

Objective was to provide a fun experience with good quality and taste that customers can enjoy talking to others.

The campaign started with a secret event to influencers and presale at limited stores to draw initial attention. Used a celebrity comedian who has amazing ability to improvise comments. He became a personality of this campaign to spread a news over TVC, web movie, web banners, OOH, social media and stores. He motivated customers to come up with interesting and tasty names.

As below-the-line promotions, in-store naming promotion and crew tweet

(McD crew to tweet their own naming ideas on SNS) were carried out.