McDonald’s
McDonald’s
Signature Crafted
For Mcdonald’s new high end Signature Crafted line, we started with the requisite mouth-watering TV spots to launch where we visualized our flavors typographically with the ingredients of the sandwiches. Once the sandwiches were in the wild, we scoured Twitter and Facebook to see what people were saying. Then, we took those reviews and worked with food typographers to also render them out with the ingredients of the sandwich, just like the TV except live as they were posted. We’d then respond to those customers with their own words in our ingredients.
*all except #4 done completely practically, no compositing
Next we utilized Facebooks Canvas unit, a sort of rich media banner for the platform, and created an innovative horizontal linked Canvas unit. By asking people to rotate their devices we were having people actually physically engage with our ad, and to reward them we’d virtually place the burgers right into the palm of their hand with the tilt to pan feature– just like they were holding the sandwich. We then provided a deep and engaging experience where they could learn about the ingredients of their favorite sandwich, get rewarded with a coupon, and explore the other recipes.
