CAMPAIGN OBJECTIVE:
McDonald’s overall key objective was to increase awareness of their cold beverage options that were on offer during the summer months, in the Chicago region.
VIBRANT STRATEGY:
McDonald’s enlisted the help of Vibrant’s engagement solutions and premium publisher network to ensure the ads were related to summer food and drink, and relevant events and lifestyle activities in Chicago. Top publisher sites included CBS Chicago and Martha Stewart.
With a collection of bright and inviting imagery on offer, Vibrant suggested the popular Brand Canvas unit to showcase the summer drinks options. The creative included clear ‘call to actions’ to help inspire product engagement, website visits and drive traffic into stores. A ‘cool’ quiz was also included to help support the range of drinks on offer, making it fun and interactive for consumers.
The campaign ran cross-platform and was optimized for mobile devices to help capture consumers on the go. The mobile creative included an interactive thumb reader, which assessed the users ‘summer mood’ and helped pick out their perfect drink
CAMPAIGN RESULTS
The campaign was a huge success, surpassing Vibrant and industry benchmarks for engagements and interaction dwell time.
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