McDonald's Quarter Pounder - "Speechless"

Diagnosis: 

McDonald’s was built on great tasting burgers. But over time, people stopped believing in them due to a lack of quality.

Prescription:  

To reclaim our rightful place as the burger leader, we took the words right out of naysayers’ mouths with a 100% fresh beef, cooked right when you order burger that’s hotter and juicier than ever before. A burger so good, it leaves you speechless.  

Results:

> 440 million YouTube masthead impressions from "Speechless Thoughts" masthead takeover

Search demand for "McDonald's Quarter Pounder" increased by 300%

Searching for "McDonald's new burger" increased by 400%

> 100,000,000 Quarter Pounders sold in the first 8 weeks (most successful launch of the year)

Twitter engagement rate of 63% for unboxing video with Charles Barkley (27% higher than overall avg.)

SIXTY SECOND ASMR(ish) video on Snapchat outperformed Snapchat benchmark by 29%

Press:

Fast Company
Little Black Book
AgencySpy

Awards:

#TheYouTubeAd of the Year

Silver ADDY // EOA // Digital Creative Technology // Innovative Use of Interactive/Technology

Silver ADDY // Online/Interactive // Social Media // Single Execution

Social

Snapchat/Twitter/Instagram

Leveraging the cultural phenomenon of ASMR, we let John Goodman play with his food. And fans ate it up.

Youtube
And with our stars left speechless and speechless-ish, we translated their thoughts using
a first-of-its-kind-twist on closed captioning.

Even famed YouTube foodie influencer Daym Drops was left without words.

And when customers were left speechless in our commercials, we got our stars to translate their thoughts.

TV

"Erica" :30

"Jimmy" :30

"Nathan" :30