The McDonald’s jingle was first introduced to the world in the early 00s and has lived in everyone’s head ever since. With this in mind, we made an interactive mobile experience that reimagined the medium’s possibilities. All this while making sure we answered the brief: Secure McDonald’s brand position within the pop culture in Sweden, and get more people to download the McDonald's app.

When dialing 156964544 in the right rhythm on your phone's keypad, it sounds like the McDonald's jingle. We turned our jingle into an interactive mobile experience.

This by simply buying the phone number - making it possible for people to call the McDonald’s jingle. Everyone who called was rewarded with a treat in our app. And one lucky caller won a golden card loaded with money to spend on any McDonald’s in Sweden. Ultimately getting people all over Sweden to tap our jingle on their phones.

To get app downloads, secure McDonald's brand position within the pop culture in Sweden, and our new goal - get as many people as possible to call our jingle on their phones - we needed a pure strategy on how to achieve all those things. We wanted to tickle McDonald’s followers with clues that could spark conversion, and we wanted this to feel luxurious in a sense that made the campaign stand out from McDonald's ordinary mode of expression. We had to make the number and campaign feel like something mysterious and exciting, and in a way so it doesn’t feel like an ordinary advertisement.

Essentially, everyone who got a phone could be a part of the campaign. And of course, especially those who have a special bond to McDonald’s food and the restaurant as a whole.

The execution was planned into three different time spaces. Internally, we called them Phase 1, 2, and 3. In Phase 1, we were vague and mysterious to spark attention. Giving no more information than the simple message “Call us”. No one really knew where to call, but soon speculative comments on McDonald's own social media channels started to pour in. Some people even started to call McDonald’s customer service immediately. In Phase 2, we started to give away easier clues to help people figure out the number. We even made our Instagram feed into a playable keypad. In Phase 3, we told Sweden what this was all about. Call the Golden Number, and get rewarded in the app. And if you are really lucky, you could win a golden card that could be used in all of the restaurants in Sweden.

The campaign led to over 5000 swedes calling the number (god knows how many people called the wrong number), 4 500 000 impressions (half of Sweden’s population), 43 000+ new downloads of the McDonald’s app, and 55 000 interactions across all platforms.