In a world where new burger shops are born everyday, McDonald's has lost some of its uniqueness, specially among millennials. To reverse this trend, we needed to speak their language: social, music and word of mouth. A special stunt was created combining these 3 elements in a McDonald's restaurant in Lisbon. We invited the #1 pop band in Portugal to sing their top charting hit with its lyrics altered, reflecting what was happening at the restaurant at that moment.

The results were very strong among the millennial target and the effect of the stunt was amplified by social and word of mouth.

This event was part of the global project imlovinit24.

A hit with millennials: 500% more views than average McDonald’s digital content.

Just a couple of hours in the restaurant turned into 15 340 hours nationwide brand attention with 460 383 views and counting on the McDonald’s Portugal youtube page, along 42 159 clicks in just one day in Facebook page.

And most importantly, comments on social media were over 90% positive, in clear contrast with what is usual in a not always consensual brand as McDonald's.

It also contributed with the other 23 stunts on imlovinit24 generating 4 285 331 views on youtube in 3 days.