McDonald’s has excellent quality products. But no one is really interested in that. Yet at the same time, no one wants to watch boring commercials about where the products come from or how carefully cows and chickens are reared. If then suddenly a commercial pops up online showing a supposedly genuine rumor about McDonald’s, it sets off a media earthquake that all of a sudden everyone is interested in. That’s 85 million ad impressions, to be precise.

Our campaign was launched simultaneously in cinemas, OoH and online. While in cinemas the commercial was flanked by a promotion, we linked it online directly to our hub where visitors learned the truth about McDonald’s. There, people were able to see for themselves where the potatoes for McDonald’s delicious fries actually come from. For the different social media activities, we developed customized formats for each individual

channel. We created a dedicated start screen with subtitles for Facebook and chose the 1:1 format supporting mobile devices. An extra-long version was available for viewing on YouTube.

Bloggers such as Schlecky Silberstein covered our commercial and little boomerangs and snippets linked users directly with our hub.