We chose a group of houses located no more than 300 meters (about three blocks) from McDonald’s with drive-thru and we asked street artists to intervene on their façades. We chose only houses with garage entries; the artists painted a face on each façade such that the garage entry was an enormous open mouth ready to eat. Each façade was painted by a different well-known street artist. The message was “Don’t go home hungry.”

• Implementation We chose houses with garage entries located no more than three hundred meters (around three blocks) from McDonald’s with drive-thru, and we asked a group of well-known Argentine street artists to paint their entire façade, turning them into faces; the only restriction on the artists was that the garage entry be a large open mouth. We then added the campaign’s slogan and the McDonald’s drive-thru logo.

• Timeline Mural production lasted one week; the murals are still intact and will be for a period of two months. The duration of the social network action is also two months.

• Placement Buenos Aires and suburbs

• Scale

• Business impact There are seventy McDonald’s with drive-thru in Argentina and the action was carried out at around fifteen of them. At those fifteen, sales at the drive-thru increased by an average of 40% during the months when the action was effected.

• Response rate One of thirty people that came into contact with the message reacted in some way (going to McDonald’s and/or sharing the action on the social networks)

• Change in behaviour McDonald’s drive-thru gained ground as an option for a family dinner on a week night

For this artistic intervention on the façades of homes, we chose only properties located near McDonald’s with drive-thru in order to speak directly to the potential customer: people driving near a drive-thru.

• Data gathering We invited passersby to take their photos in front of the murals and to send them, along with their contact information, to McDonald’s Argentina in exchange for a large discount on a future purchase.

• Target audience Men and women with cars who live or drive near McDonald’s with drive-thru

• Approach Street art is an important and respected part of Buenos Aires culture.

• Call to action Don’t go home hungry: stop by a McDonald’s drive-thru

• Situation McDonald’s faces a great deal of competition in Argentina from Burger King and new gourmet hamburger restaurants, on the one hand, and from other types of fast-food restaurants, like pizzerias, on the other. Few of the competitors have a drive-thru option (many fewer Burger Kings than McDonald’s have drive-thrus). The average amount spent per purchase at a McDonald’s drive-thru is more than the average amount spent in the restaurant.

• Brief Our intention was to support the drive-thru, an exclusive McDonald’s channel

• Objectives Increase invoicing at drive-thrus by 20%.