During launch period, we designed McDonald’s newspaper, introducing breakfast products in an entertaining way.Newspapers were distributed by newsboys around restaurants, bus stops, business centers and subway stations.Newsboys captured consumers’ attention yelling on the streets as “Writing latest news! McDonald’s breakfast news is only here!”McDonald’s package boys distributed free product coupons and invited consumers to restaurants.After the breakfast service widened to 36 restaurants, TV and internet usage were planned. Boards in subway stations and billboards were used to create awareness.McDonald’s breakfast song was aired to make consumers think to have a breakfast.Additionally we sponsored two morning shows. Wrote small radio plays, quizes and games.Two real theatre players took part as listeners, they phoned DJs, talked about benefits of breakfast and recommended McDonald’s breakfast in a humorous way.Listeners phoned DJs, played games and won free breakfast.

At lunch period after media support, breakfast sales received 26% share of all sales between 04:00-10:30 am in 7 restaurants.Breakfast orders via Home Delivery Service increased by 92%.

Breakfast launch was started at 7 restaurants first, but after successfull results, McDonald’s decided to widen breakfast meal sales to 36 restaurants in May.After 2nd burst, breakfast sales increased by 21% and received 33% share of all sales between 04:00-10:30 am.Number of visitors increased by 15% between 04:00-10:30 am.As the interactive games and radio plays were very interesting and witty, word of mouth generated a significant spread.