A day before the event, teasers were posted on McDonald’s social pages. Then on the day itself, McTollbooth news rolled out locally and globally. Celebrities helped man the booths. News and social coverage amplified the experience via live, on-the-spot reporting, tweeting, and photo/video uploads. Motorists who missed out still won free breakfast by simply uploading their group pictures (groupfies) inside their vehicles to the McDonald’s Philippines Twitter page with the imlovinit24 and McTollbooth hashtags. 24 hours later, a McTollbooth recap video was posted on social media to spike more conversations. More press, broadcast, and online media coverage followed, including global.

• Almost 7 million views and counting

• Top 5 in Ad Age Viral Video Chart

• 33.7 million online impressions

• Over 42.6 million netizens reached

• USD 1,136,180 media value earned on just USD 72,000 media spend

• 100% positive sentiments on-ground during the activation

• 99% positive sentiments online for McDonald’s with a lot of comments specific on Philippine operations

• +119% growth in conversation share of voice (SOV) for McDonald’s Philippines during the campaign period vs competitors Jollibee (-41%) and KFC (-50%).