McDonald's UK&I tasked DRUM with helping them become part of modern culture. So this past April Fool’s day we collaborated with McDonald’s UK&I and out-of-home specialist Talon to introduce a much-anticipated Milkshake Sauce Pot range. Which is great news for all the fries-dipping fanatics out there, except you can’t find it in restaurants as it was an April Fool’s special! The April Fool’s special launched with a product announcement video across Facebook, Twitter and Instagram Stories to drive excitement and conversation around the new Milkshake Sauce Pot Range. In addition to the Social Media element of the campaign, we also took advantage of the timely targeting opportunities DOOH offer, with the announcement running across 162 nationwide DOOH placements. McDonald’s UK&I Head of Brand, Family & Social Marie Emery said, “We’re delighted to once again join the great tradition of April Fool’s brand activity in a fun and engaging way.” The results were astounding, with the prank amassing 326,181 reactions, comments and shares across social media – making McDonald’s a cultural talking point across the national press! The campaign reached a whopping 7.2M people, with over 1.7M engagements.