MCDONALD’S: Good times Festival
Action: Generating brand love in a campaign with product at its heart
For the past two years, McDonald’s has extended its ‘good times’ campaign from restaurants to festival fields around the UK. The aim of the campaign is to generate brand love with millennials in an authentic way that keeps product at its heart. Ultimately, we wanted to show millennials that McDonald’s is on hand to make their good times, great!
Create: McDonald’s becomes the first brand to partner with BBC Radio 1’s Biggest Weekend
We selected the best of the summer festival line-up and took the McFlurry Van brand experience back on the road. We partnered McDonald’s with festivals including Leeds, Barclaycard presents British Summertime Hyde Park and Fusion. We also secured McDonald’s as the first brand to partner with the BBC at Radio 1’s Biggest Weekend.
Holding trusted relationships with many rightsholders, we were able to negotiate added value from partnerships, including additional digital promotion, ticket allocations and backstage gifting. Gifting product allowed us to further reach of the campaign, with talent such as BBC R1 presenter Nick Grimshaw and The Vamps all posting content of their McFlurry on their social channels.
Having worked on the campaign for multiple years we have honed the consumer flow for the McDonald’s “good times” experience and were in a position to make insightful recommendations such as including an additional McFlurry machine to the van and recruiting extra Restaurant Crew to manage demand.
Impact: Bringing the McFlurry to over 80,000 festival-goers
This year’s the good times festival tour outperformed previous years, with the average number of serves increasing by 24% per event from 5,547 in 2017 to 6,891 in 2018. Altogether, 88,476 McFlurrys have been given away over the three years of this campaign!