The campaign was a full 360-degree media effort. There were three national TV commercials where the burger proves its laid back confidence by coolly engaging in intense stare-downs. In radio, the confidence is personified by an authoritative narrator who describes how the Quarter Pounder would attack different challenging situations, such as swimming with Great Whites.Print ads showed a big, fat Quarter Pounder in all its glory, with cocky headlines like, “It won’t ask for your number. It already has it.” All this media drove to the website, McDonalds.com/qpc, where the Quarter Pounder offers a set of hilarious lessons in confidence. Things like, how to fight a bear, and how to water-ski on the Amazon River. These lessons were also featured in rich media online advertising and contextually relevant flash banners.In all, each medium played a slightly different role, but they all worked together to achieve the same goal.

While most of the work is still being measured, what we can say at this point is that our clients saw a lift in Quarter Pounder with Cheese sales of over 32% in the first two weeks the campaign was running. Which is pretty huge.