McDonald's Social Speak

Made to serve for moments.

At 22Feet, we were all excited to get on the McDonald’s bandwagon, when we were mandated to manage the digital properties of McDonald’s West & South. The idea was fairly straightforward, increase footfalls in the stores while improving the ATV (Average Transaction Value) in-store.

Bridging The Gap, Because, “Hum Hai Different Different, But Together”

Between Rs. 60 to. Rs. 100, McDonald’s didn’t have any offering – key determinant in increase the ATV for the category.

The new offering, ability to pair two products (existing) by introducing “Happy Price Combos”

The insight was fairly simple, people in a restaurant, quite often or not, like to order a dish of their choice but end up ordering something that can be consumed among the larger group, cost-effectively & without any wastage.

Our idea – “Hum hai different different, but together”, a larger view to the insight, we as humans co-exist in spite of our differences.

Celebrating The Differences On Social

Apart from co-planning the media recommendations with the Media agency, I was actively involved in ideating for content ideas to amplify the idea on Social. We executed a surprise giveaway activities on Facebook/Instagram, asking users to follow instructions & sharing their images with us (activities based on the lines of the TVC), asking them to tag their friends & increase the SOV on social. We also tied-up with “The Human Library” to create a social message out of our core idea of celebrating the differences where we invited people through Social (mostly influencers) to visit this event offline & cover it through their social handles.

Because We Are United By Differences

To celebrate our 70th Independence Day, we staged a film, where we asked unsuspecting movie-goers to stand-up for the differences, making a point that we stand together in spite of our differences. With very limited spends & through social sharing/seeding of the video, it garnered 600K+ organic views over a period of 20 days.

On a lighter note, we roped in VJ José, and executed a planned activation in-store where he bumped into random customers in the store and struck a conversation with them, & celebrating differences amongst friends, families, & couples.