The “Search” campaign was born from a social fandom for McDonald’s Coke and a cultural curiosity about what made our Coke taste so good. By replicating the behavior of our fans who were sharing their love for McDonald’s Coke socially and Googling the reasons why McDonald’s Coke is the best, we were able to create an integrated campaign. We did this by capitalizing on the second-screen phenomenon – capturing people's attention during primetime television viewing hours, driving them to Google search and reinforcing our message with all the organic results for “that place where Coke tastes SO good.”

Using data and social listening, we discovered that there was a much more interesting conversation around our fast food chain’s Coke. In fact, if you Google “that place where Coke tastes SO good,” you find page after page of articles explaining why the Coke tastes so good at our fast food chain. It was already a conversation in pop culture – all we had to do was shine a light on it.

We thought the best way to do this was to take the brand entirely out of the conversation with a first-of-its-kind unbranded, integrated campaign. By never mentioning the brand, we were able to tap into second-screen curiosity, driving consumers to perform the search for “that place where Coke tastes SO good.” There’s nothing better than a third-party endorsement and there’s no bigger third-party endorsement than a Google organic search.

• Nielsen Study Trial for “$1 any size” soft drinks was the highest of all previous campaigns (Source: Nielsen)

• In the first two weeks, the campaign drove an 18,400% increase in search intent (Source: Google Trends)

• There were 411,166,83 unique visits per month in earned media (Source: Muckrack)

• There were 61 articles published about the campaign (Source: Muckrack)

• We attracted 2,055 organic social campaign mentions on Twitter, Instagram, YouTube and Facebook (does not include McDonald's or Mindy Kaling posts). (Source: Sprinklr)

• Our total paid social impressions were over 275.8M (Source: Google, Facebook, Twitter, Instagram)

• YouTube masthead impressions: 274M (Source: YouTube)

• Total views for all “Search” campaign content – “Pixelated,” “That Place,” “Secret Identity,” “Beverage Technician,” “Search,” “Cancelled”: 4.2M (Source: YouTube)

By using existing data (social listening as well as Google search results), we were able to capitalize on the human insight that consumers believe there is a reason why McDonald's is “that place where Coke tastes SO good.”

We needed something that could differentiate our promotion in a crowded market as we could not win on price alone. For McDonald’s Coke, that was the taste – McDonald’s undeniably serves the best Coke. In fact, there’s a science behind the craft, from the water filtration process to the iconic custom straw. But did consumers know or even care? Social listening revealed an insane level of cultural fandom for McDonald’s Coke. Nearly a third of all conversations about McDonald’s beverages were about our Coke alone.

To ensure this sentiment wasn’t just a social niche, we conducted a national study of 2,000 US adults, asking them “Of all the places that serve fountain Coke, who has the best Coke?” We found that McDonald’s beat out every fast food competitor 4 to 1. We then looked at organic search queries surrounding McDonald’s Coke, to discover there was an insatiable curiosity about why our Coke tastes so good. The search queries were met with thousands of articles and editorial content touting all the reasons why our Coke tastes so good. We weren’t going to tell consumers we had the Coke that tastes so good, we were going to let the internet tell them.

McDonald’s has always been regarded as an iconic American hamburger brand – the largest hamburger fast food chain in the US. Yet very few consider McDonald’s a beverage destination. This spring, McDonald’s sought to change that. In April, McDonald’s ran its first national “$1 any size” soft drink campaign to bring guests back into restaurants.

Sales forecasts were ambitious – despite strong competition from convenience stores (7-Eleven, Speedway, Circle K, QuikTrip) and quick service restaurants (Sonic, Burger King, Wendy’s, Chick-fil-A, Carl’s Jr.) that have consistently run national beverage promotions at competitive price points (often for less than $1). And while this was a value promotion, 28% of current customers were purchasing their drinks elsewhere because they felt they could get a better deal (Source: TCCC – Mind Gap Study, August 2014). With lack of loyalty and no equity in the beverage promotional space, we needed to tackle this issue differently.