Drum was tasked by McDonald’s to drive brand affinity with its priority 16 – 24 year-old audience with the creation of a series of events and social content that overcame the ‘not there, don’t care mentality’. In order to ensure that this core demographic felt like McDonald’s was ‘a brand for them’, Drum created a series of ‘Good Times’ activations that was culturally relevant to this audience, played well over social platforms and linked back to McDonald’s being the home of good times. Talent, including Joe Charman, Niki & Sammy and Rio Ferdinand, were engaged to take part in a summer-long series of Supercharge social-first events that McDonald’s could share with its audience.
The content hit the spot with the target audience, acquiring 13.4 million unique views with 91 per cent of users who were served the video opting in to watch the whole film. Drum’s Joe Charman post was the second most engaged-with post McDonald’s ran in the UK in 2016, ensuring that the good times really did roll.