To reward and drive affinity with McDonald’s core audience of families and young adults over the summer of 2016, Drum assembled talent and formats that this audience loves and developed and executed a series of unique ‘Good Times’ activations. Tapping into popular culture, high profile music and social talent, including Tinie Tempah, Little Mix, Joe Charman, Niki & Sammy and Rio Ferdinand, were used to create brand experiences that were as entertaining to watch on McDonald’s social pages as they were to experience first-hand. Tinie Tempah took part in a surprise gig and live stream, while Little Mix took part in a flash mob gig and surprised a superfan.
The ‘Good Times’ activations achieved record-breaking engagement at scale – they provided McDonald’s with the highest engagement it has ever seen for paid posts, with eight times the usual level across Facebook and Twitter. View times were over a third higher than Facebook norms, and nearly double that for the longer videos, showing that the audience loved the ‘Good Times’.