2015 Winners & Shortlists

Creative Execution

Through active social listening on twitter our community managers picked up on a hashtag trending around the King Abdullah Stadium in KSA. People were complaining about the extended delay during the half time show of the Kings Cup. Our social team decided it was the perfect opportuunity to be relevant to our audience and push a product benefit of McDonald's at the same time - an average drive-through time of just 189 seconds.

Within 2 hours our tweet was mentioned, favourited and retweeted 2700 times. This single action generated the equivalent of $30,000 in free media exposure - the equivalent of 3 TVC spots on the channel the game was being aired on - and was even being picked up by journalists who were reporting from the game.

The objective of our social media strategy was to counter-act all the negativity directed towards McDonald's online by finding relevant and timely opportunities for the brand to enhance conversations happening on twitter. This was primarily aimed at our followers to increase their affinity with the brand, but also to attract new fans through trending hashtags.