2015 Winners & Shortlists

A BIG SMALL CAMPAIGN

BrandMCDONALD'S
Product/ServiceQUICK SERVICE RESTAURANT
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of social in a promotional campaign
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

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

Name Company Role
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