Situation:

McNuggets are considered a kids snack, but our app data shows adults indulge in McNuggets at night time.

The brief:

Come up with an activation around McNuggets.

Objectives:

Create buzz and brand love for McDonald's. Kill the McNugget stigma.

The idea was to take Nuggshots of people who order McNuggets during the night. We set up a Nuggshot station at the ordering kiosks where you could "plead guilty" by taking a Nuggshot of yourself. By doing this you got a 6 pack of McNuggets "without charges". In other words, you got your McNuggets for free. All the Nuggshots that were taken became the entire outdoor campaign, the images were shown live in Stockholm on big digital billboards during the night.

Target audience:

Mainly people between 18-35 who crave McNuggets after a night out.

Approach:

To kill the McNugget stigma by letting McNugget fans show their love for the product in public.

Implementation:

We used always on out of home to encourage people to visit McDonald's and snap a Nuggshot to get rewarded. Inside restaurants, we set up Nuggshot stations at the ordering kiosks and fitted them with cameras to be able to capture guests (with their approval) when they ordered McNuggets at night time. The photos were broadcasted in real-time on big digital billboards in Stockholms busiest neighborhoods. Everyone participating got a free 6 pack of McNuggets in the McDonald's app.

Timeline, placement and scale:

The activation took place on the busiest weekend night before Christmas in the most pub and nightclub dense part of Stockholm – Södermalm. The Nuggshots were broadcasted on the lagest screens close to the biggest square (Medborgarplatsen) in the area.

We got hundreds of guests to plead guilty to their nightly cravings and effectively killed the McNugget stigma among adults.