Once upon a time, it was enough to simply stick an advert on a billboard or take out a 20 sec TVC and wait for the punters to come flowing into the nearest McDonald’s restaurant. The UK is now over saturated with ads, they are nearly part of the landscape. To engage our audience we had to give them what they wanted, a platform to express themselves and gain social rewards as a result.

This was real-time marketing in practice. Seeding the question, collecting the responses and crafting the Moments was an on-going process that produced a campaign that evolved from start to finish.

Every Moment that made the gallery was represented by a single illustration. This image glorified the consumer story, caught the eye and encouraged interaction.

We pushed HTML 5 to its limits to create an experience that portrayed our customers moments at their best, gave our audience a great way to navigate and explore and was available on all devices.

Imagine spending 12.1 years on a website you love.

That's exactly what our audience collectively did.

We had created the biggest love manifesto ever made for McDonald’s UK.

It got people talking about Moments, sharing Moments, posting Moments and tweeting Moments.

People love to hate the brand and they voice it constantly but this campaign generated a genuine positive attitude.