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imlovinit24

 
 

24 “Gifts of Joy” in 24 markets over 24 hours*

imlovinit24’s objective was clear: show the world what McDonald’s does every day across the globe – serve up joy – and in doing so get people talking. It ushered in a new era of multichannel global storytelling as McDonald’s evolves from a traditional marketer into a modern content producer.

TBWA NY orchastred 24 markets with agency partners from Leo Burnett, DDB and OMD. My content manager partner and I provided global content strategy, social creative direction and content/production expectations and workflows.

 
 

 
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Guiding
Amplified Creative

 
Original Ice Coupon Idea   On a hot day, in a hot climate, we'll give out coupons made of ice that must be redeemed before they melt.

Original Ice Coupon Idea

On a hot day, in a hot climate, we'll give out coupons made of ice that must be redeemed before they melt.

Amplified Ice Coupon Idea - Digital Ice   Theres a definite urgency with ice due to the inevitable state change. So how can we scale this idea digitally while maintaining the urgency experienced in real life? Snapchat.  We can only have so many coupons sculpted out of ice and so many victorious redeemers, but with this blending of a relatively new technology/platform/behavior with the unique, creative ice coupon execution, allows us to scale it to the greater metropolitan area, and thus, exponentially increasing in-store traffic

Amplified Ice Coupon Idea - Digital Ice

Theres a definite urgency with ice due to the inevitable state change. So how can we scale this idea digitally while maintaining the urgency experienced in real life? Snapchat.

We can only have so many coupons sculpted out of ice and so many victorious redeemers, but with this blending of a relatively new technology/platform/behavior with the unique, creative ice coupon execution, allows us to scale it to the greater metropolitan area, and thus, exponentially increasing in-store traffic

Original McLego Idea   Let’s build an actual McDonald’s restaurant made out of Lego in the birthplace of Lego—Copenhagen.

Original McLego Idea

Let’s build an actual McDonald’s restaurant made out of Lego in the birthplace of Lego—Copenhagen.

Amplified McLego Idea - Social Trade-In   For those outside Lego’s hometown, we initiate a social trade-in in partnership with Lego. We’ll invite people to dust off their old lego set and build a lego fries/burger/drink/cone. Take a picture of it with #imlovinit24 and we’ll DM everyone a digital coupon for that item.

Amplified McLego Idea - Social Trade-In

For those outside Lego’s hometown, we initiate a social trade-in in partnership with Lego. We’ll invite people to dust off their old lego set and build a lego fries/burger/drink/cone. Take a picture of it with #imlovinit24 and we’ll DM everyone a digital coupon for that item.

Original Jigsaw Idea   Surprise people gathered in a busy downtown square with a massive, oversized jigsaw puzzle that they must solve together. And when they succeed, we reward them with free food.

Original Jigsaw Idea

Surprise people gathered in a busy downtown square with a massive, oversized jigsaw puzzle that they must solve together. And when they succeed, we reward them with free food.

Amplified Jigsaw Idea - Solved by Twitter   Using a live feed and Twitter, we can turn this into the largest, collaborative puzzle put together via Twitter.  There will be a grid setup on the plaza so people watching the live feed in the hero space on the hub can tweet out using the provided form next to the cam. In exchange for submitting an accurate move, the Twitter users will receive a digital coupon.

Amplified Jigsaw Idea - Solved by Twitter

Using a live feed and Twitter, we can turn this into the largest, collaborative puzzle put together via Twitter.

There will be a grid setup on the plaza so people watching the live feed in the hero space on the hub can tweet out using the provided form next to the cam. In exchange for submitting an accurate move, the Twitter users will receive a digital coupon.

 

 
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Event GIFs

Concepted teaser visuals for hero events. Clients loved them so they asked us to create one for all 24 events, to be used for press.

 

 
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Prototyping

Worked with UX and designer on designing and developing a prototype of the tumblr hub that housed over 1,000 pieces of owned and UGC content.

 

 
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The 36 Hour Day

REMIXED CONTENT  For 36 hours, we selected content from markets’ published posts and/or their inventory of legally-approved content to amplify globally by repurposing, reacting or creating original content.

REMIXED CONTENT

For 36 hours, we selected content from markets’ published posts and/or their inventory of legally-approved content to amplify globally by repurposing, reacting or creating original content.

HOUR-BY-HOUR PLANNING  To ensure the best local content gets captured, aggregated, packaged and distributed as effectively as possible on the day, we had to orchestrate content production consistencies, legal guideline alignment, train across markets and varying competencies and capabilities.

HOUR-BY-HOUR PLANNING

To ensure the best local content gets captured, aggregated, packaged and distributed as effectively as possible on the day, we had to orchestrate content production consistencies, legal guideline alignment, train across markets and varying competencies and capabilities.

A NEW WAY OF WORKING  Working with five of the largest advertising networks, 24 local markets, and 450+ people required a systematic change in communication. Slack allowed us to be instantaneous, direct, and organized to free our global teams from the shackles of (what would have been 21,000) emails during our real-time events. Chute made it possible to upload and manage multiple market real-time assets, streamline and centralize talent releases and stakeholder approvals, and automate UGC requests & approvals.

A NEW WAY OF WORKING

Working with five of the largest advertising networks, 24 local markets, and 450+ people required a systematic change in communication. Slack allowed us to be instantaneous, direct, and organized to free our global teams from the shackles of (what would have been 21,000) emails during our real-time events. Chute made it possible to upload and manage multiple market real-time assets, streamline and centralize talent releases and stakeholder approvals, and automate UGC requests & approvals.

 

 

Results

 
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