Tired of always being an adult?!

Our campaign gave McDonald’s Happy Meal a boost by leveraging promotion licences to bring fun to parents, not just kids, by creating millions of ‘Family Moments’ in social media.

Conventionally, licenced promotions are used to make McDonald’s more attractive and the experience more engaging for kids. Key activation channels are traditional kids focused TV & in-restaurant promotion.

We challenged conventions, giving Happy Meal a new spin to tap into adults’ ‘inner child’ through social media and engage them in the idea of family moments with McDonald’s.

Every day we created a fun, family McDonald’s experience through specially crafted social content giving a new creative spin to the promotional license. We then distributed to parents across Europe by targeting their interest profiles across social media.

PLEASE NOTE: NOT FOR PUBLICATION

The most engaging campaign in McDonald’s Family marketing history with over 4.5m+ engagements and McDonald’s best ever video views of up to 45.8%.

76 million parents reached, 50,000 new fans, and over 350,000 post likes.

20% increase in ad recall and 14% rise in the association of McDonald’s being the place for “Family Moments”.

Penguins of Madagascar – 2nd best performing promotion in 2014 with +12% comp sales lift.

‘Littlest Pet Shop’ & ‘Skylanders’ became the best non-movie promos with +4.7% comp sales lift.

As a united effort it contributed to creating 20 Million ‘Family Moments’ in McDonald’s restaurants!