In France, you get two side options at McDonald's: the classic fries, and the potato wedges. And according to our consumers, to choose between those two is always a dilemma. So, how could we generate even more conversation about McDonald's potatoes?

To realize our consumer's absolute dream, we have developed a third side option: the 'frites-potatoes': half French fries, half potato wedges in the same packaging; available in our 1400 restaurants, during one entire weekend.

A 100% social media orchestration organized around two phases.

1. A teasing phase, to involve our consumers in the discussion. It is a known fact: on social media, you speak when you have doubts. So, we have created doubts.

2. A reveal phase. The challenge was a bit different: to keep talking.

I. Teasing (March 23 - 29)

03/23: Launch on Facebook/Instagram/Snapchat.

Facebook: Teaser video (377 K views - reach: 2,6 M)

Dedicated event page: (reach: 999 k)

Instagram: 3 Instagram stories (total views: 44 K)

Twitter Creation of a dedicated Twitter account: @fritespotatoes

03/29: Leak (Twitter)

II. Reveal (March 29 - April 2)

03/30: Reveal

Facebook: Facebook live (1,4 M views - reach 4,2M)

Twitter: Social room on March 30th. Personalized answers to #fritespotatoes

Instagram: 3 new stories (total view: 32K)

04/02: End.

Without a single euro spent on research & development or new packaging, we got:

807.555 sales in 4 days (59% of side choices)

15.176 #fritespotatoes and 20.69M impressions on Twitter

28.500 comments and 54.000 reactions on Facebook