McDonald’s Italy has got a new product: the Tasty Basket, with 22 chicken pieces to share with whomever you want. And to launch it, we mock the trashy videos we see everyday on our computers and phones, like fluffy cats, badly written poems, motivational quotes, nonsense best wishes, puppies full of love, and so on…

We created a digital campaign based on 6 videos with the tagline: “If you really have to share something, share this”. Because after all, we would rather share a basket full of delicious chicken than a terrible stock-image, friendship-day animated card.

The videos were the protagonists of the digital campaign, from 15/02/2017 till now, on the McDonald’s Italy YouTube Channel and Facebook page.

Results since launch on 15/02/2017 has:

Video Campaign total reach 20.000.000

Facebook views 17.000.000

9.394.000 pieces of chicken sold

We implemented the same language used on social networks showing the videos that, unfortunately for us, we are used to watch every single day. Those videos that when you’re watching them you ask yourself “oh no, why? Isn’t it there anything better to share?”

And then after some suffering, we communicated the McDonald’s new product: crunchy, tasty and worthy of sharing. The videos were uploaded on Facebook and YouTube to draw our target’s attention, the young people that can’t stand any longer all the chain messages about fluffy cats, or the messages from your grandma that right after creating her profile on Facebook decided to post on your timeline lots of terrible images with corny messages.

Everyday our feeds and chats are full of stupid, silly and totally useless videos shared by our friends with a lack of an aesthetic taste. Chain messages that you get from friends, puppies that look for attention, flowers and roses from your mom. There are so many and so different, but all equally horrible to watch with their grainy images and ungrammatical sentences written in fonts that make one shiver. We have to stop this epidemy. Maybe it’s time to share something we all love.