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. In fact, when it came to taste, our burgers were ranked dead last. So how do you reclaim your rightful place as the burger leader?
Prescription:
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 everyone speechless.
Results:
> 440 million YouTube masthead impressions from "Speechless Thoughts" masthead takeover
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%
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)
Press:
Awards:
Silver ADDY // EOA // Digital Creative Technology // Innovative Use of Interactive/Technology
Silver ADDY // Online/Interactive // Social Media // Single Execution
Twitter/Snapchat
We let John Goodman play with his food and fans ate it up. See what I did there?
TV
"Erica"
"Jimmy"
"Nathan"
YouTube
We even “hacked” YouTube, giving fans a peek inside the minds of their favorite celebs and social influencers with a first-of-its-kind twist on closed captioning.
Creds:
CCO - Toygar Bazarkaya
Max Geraldo - ECD
Josh Mizrahi / Matt Dalin / Jimmy Dietzen - CDs
Jeff Barry - ACD Copywriter
Jonathan Pliego / Philipe Diao - ACD Art Director
Brandon Zach - Copywriter