To have consumers think of McDonald’s of Chicago first thing in the morning, we needed to wake them up…literally. We created the 1-888-GoMcWakeUp phone line, a free, hotel-style wake up service in which Chicago consumers scheduled wake up calls from local Chicago celebrities. The 1-888-GoMcWakeUp phone line wove breakfast variety and value messages together throughout ’06 via TV, radio, print, posters and coasters in bars, and street teams at clubs and events.

More than 3.6 million additional consumers came into McDonald’s of Chicago than a year earlier. 3,549,716 more sandwiches and 5,432,962 more cups of coffee were purchased. Overall dollar sales increased by a staggering 7%. The McWakeUp line received hundreds of thousands of calls, +1015% vs. direct response industry norm projections.