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Earned media placements that kept the brand in the spotlight and conversations flowing.
In 2020, we were tasked with dialing up McDonald’s relevance among multicultural youth, some of whom had never tried McDonald’s.
Then a global pandemic hit and we also had to help accelerate recovery.
During an exceedingly complicated time, we kept it simple with a fan truth: no matter how famous you are, everyone has a McDonald’s order. For our first ever ‘Famous Orders’ meal, we leaned into authenticity and partnered with true Quarter Pounder fan, Travis Scott. Not only did he deeply resonate with our target, but he had a personal connection with the brand and collaborated on everything from his order, to creative, social media, appearances, press and merch.
The meal broke the internet, McDonald’s supply chain and multiple sales records. With items that were already on the menu.
A simple idea quickly became one of the most successful campaigns in McDonald’s history. But don’t take our word for it, take CNBC’s. Or NYT’s. Or Rolling Stone’s. Or one of the other 3 billion traditional media impressions, or 23 billion social impressions, generated by the campaign.
The Famous Orders Campaign won some serious accolades with 10+ Awards.
Of the campaign, WARC Cannes Lion jury chair Nadja Bellan-White, Global Chief Marketing Officer, Vice Media, said: “It was the perfect cross-section of culture and effectiveness.”
In fact, the only thing popping more than the ROI numbers on the Travis Scott Meal were those cups of barbecue sauce that came with the fries. (Dang, now we’re hungry again.)
Earned media placements that kept the brand in the spotlight and conversations flowing.
The campaign drove a noticeable lift in purchases the same month it launched.
A massive brand win that translated to serious value for McDonald’s.