The microsite was branded as The Late Night Lounge and users with microphones were invited to sing their own versions of five contemporary tracks. The application was funky, compelling and interactive and subtly supported McDonald’s branding and late-night opening message without an overtly corporate feel. Banner ads shared the same look and feel, though creative strategy gave careful consideration to the way the target perceives advertising and incorporated some unbranded messaging as well.

5m individual users interacted with the promotion online and a remarkable number took the opportunity to record and upload their own version of one of the songs. The campaign tapped McDonald’s into the groundswell of user-generated content and built crucial bridges with the young male market.