Brand | MCDONALD'S |
Product/Service | QUICK SERVICE RESTAURANT |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Use of social in a promotional 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
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.
Describe how the promotion developed from concept to implementation
The decision was made to have the opening ceremony of the King Abdullah Sports Stadium during half time of the Kings Cup Final. As a result the stadium's hashtag started trending in response to the extremely lengthy half time interval. McDonald's ceased this opportunity by posting that "You could have gone to McDonald's and back between the two halves" using the stadium's trending hash tag.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
With an average drive-through time of just 189 seconds, McDonald's is consistently one of the fastest in the quick-service restaurant business. Through active social listening we were able to pick up on a social conversation as it was developing and then added to everyone's enjoyment of the conversation whilst pushing a relevant product benefit. This action truly delivered on McDonald's brand purpose of simple, easy enjoyment.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Andre Nassar |
Leo Burnett |
Regional Executive Creative Director |
Taleb Kabbara |
Leo Burnett |
Community Manager |
Taleb Kabbara |
Leo Burnett |
Copywriter |
Jad Mouhawej |
Leo Burnett |
Regional Communication Director |
Rasha Alazem |
Leo Burnett |
Associate Regional Communication Director |
Nicolas Chidiac |
Leo Burnett |
Head Of Strategy |
Mark Haycock |
Leo Burnett |
Senior Planner |