DRUM were tasked to drive brand affinity and make McDonald’s feel like it is ‘a brand for them’. McDonalds were seeking a solutions that went beyond simple badging and that would give them a tangible role for enhancing / creating new live musical “Good Times”. Our comms objective was to strengthen affinity between the audience and McDonald’s by making McDonald’s synonymous with “Good Times”. Our business objective was to show that McDonald’s was “working hard to be the UK’s best loved restaurant company”. McDonald’s makes it easy for you to enjoy the stuff you love. It makes ‘Good Times’ easy to enjoy no matter where you are.
Good Times are happening all the time. “Good Times Live” was a non consumer facing platform that allows us to celebrate the Good Times that are taking place in McDonald’s every day and create new Good Times that link back in store but are rooted in culture and audience passion points.
Overall our Supercharged Good Times created McDonald’s most engaging social content of 2016. The Joe Charman videos delivered x8 the usual level of engagement we see across McDonald’s posts on Facebook and Twitter and a 4% engagement rate on Facebook making it the 2nd best paid post McDonald’s UK ran in 2016!
Andrew Wilson & Dave Williams
Jessica Sinclair & Kelly Suckling