To connect with the target in his element (bars and nightclubs), we used irreverence and a little bar humor. But, we needed to do it in a way that would also please his mom and preserve the image of McDonald’s as a good community citizen. Thus our promotion concept: “Don’t Drink and Drive. Ride and Dine.”Elements included: bar coaster sobriety tests; free rides home, via the McDonald’s drive-through; “collateral” in the form of 10,000 Ronald McDonald wallets, tossed into the back seats of taxis; and “Walk the Fry.”

In the midnight to 4 a.m. timeslot, sales increased 20 percent and guest counts went up 17 percent. Drunk driving citations in the region declined 14 percent during promotion period.“When I woke up the next morning I thought the ride was a weird dream, but when I looked around my bedroom floor there were McDonald’s wrappers everywhere.” -Fry Taxi Passenger Feedback.

“The Agency has succeeded in helping to move the needle in late-night sales…and equally important, in changing Young Adults’ perceptions of our brand. We couldn’t be happier about the results.”-McDonald’s Northwest Region Marketing Director.