The Brief:
Promote the new McDonald's Royale burgers online
The Idea: Take
off on the most followed topic of the moment the elections and create our own
parallel McDElections
where burgers are standing for elections, trying to fight of the threat of the
Grilled Chicken Royale and the McPaneer Royale.
A Microsite featured a viral video done
in typical TV interview style of the candidates, the candidates manifestos
while Facebook featured candidates and their supporters plugging the
candidates.
The second phase revealed the winners –
the Royale duo through a viral video and their manifestos, both on the
microsite and on Facebook. Twitter newsjacking tracked popular newsarticles and
tweaked them to suit a particular candidate.
The campaign won Silver at the DMAi Awards.
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| Microsite home screen |
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| Microsite candidate manifestos |
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| Sample candidate manifesto |
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| Breaking news section |
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| Facebook posts sample |
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| Facebook post sample |
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| Facebook phase 1 video post |
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| Phase 2 Facebook posts |
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Phase 2 Facebook video post
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