Brand | MCDONALD'S |
Product/Service | QUICK SERVICE RESTAURANT |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Use of Social in a Direct Marketing Campaign |
Entrant Company
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
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The Brief
McNuggets set out to connect with millenials, where attention is 140 characters & 6 second videos, speaking in memes, emoticons and hashtags, and where socializing is connecting with over 500 friends or followers. As a fun, bite size, and exciting food, we wanted to position McNuggets as the ultimate social networking food in today's social world. We launched the campaign on Vine and grabbed attention from all other social media platforms.
Creative Execution
We turned the 6 second Vine videos into games to settle the last McNugget dispute between friends. Although videos to Vine aren't new, using one as a game thatr requires a tap to pause was a novel way to communicate McNuggets in a social world.
Describe the creative solution to the brief/objective.
A box of McNuggets is made for eating and sharing with friends. Until the last nugget is left that is......... We know how tough it is to decide who gets the last piece in the box, thats why we created fun games to solve the last McNugget dispute between friends, using the very social networks they use to share.
Results
The campaign received over 15,000 video loops and a 14% increase in followers in 24 hours.
Therefore, the videos became a cost efficient way to reach and engage with a millenial audience.
Credits
Bechara Mouzannar |
Leo Burnett |
Cheif Creative Officer |
Andre Nassar |
Leo Burnett |
Regional Executive Creative Director |
Saadi Alkouatli |
Leo Burnett |
Creative Director |
Makarand Patil |
Leo Burnett |
Head Of Art |
Tariq Ayass |
Leo Burnett |
Associate Creative Director |
Shwan Nazar |
Leo Burnett |
Digital Art Director |
Angela Arnout |
Leo Burnett |
Copywriter |
Shwan Nazar |
Leo Burnett |
Illustrator |
Balazs Szabo |
Eegle Interactive |
Motion Graphics |
Mango Jam |
Mango Jam |
Music |
Nour Al Soudani |
Leo Burnett |
Community Manager |
Jad Mouhawej |
Leo Burnett |
Regional Communication Director |
Rasha Al Azem |
Leo Burnett |
Associate Regional Communication Director |
Hassan Rifai |
Leo Burnett |
Communication Supervisor |
Nicolas Chidiac |
Leo Burnett |
Head Of Strategy |
Maysoun Hana |
Leo Burnett |
Planner |