Razorfish
Thu, 09 May 2013 10:02:48 GMT
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McDonald's 'Free The Taste of America'
Digital experience from Razorfish supports restaurant's great tastes of America promotion
Razorfish London has created a new digital campaign for McDonald’s UK to announce that The Great Tastes of America food promotion is back. Called ‘Free the Taste of America’ the digital experience will be hosted on McDonalds.co.uk from this week until 11 June 2013. The campaign will be supported by a one-day YouTube masthead takeover along with other display, mobile and Facebook activities.
The Great Tastes of America itself is a five-week promotion whereby a new delicious American city-themed burger is introduced every week, for one week only. The promotion gives a nod to America as the birthplace of the hamburger and has been consistently appealing to customers every year since 2007.
This supporting campaign, ‘Free the Taste of America’ provides a digital experience that allows our audience to discover the heritage and style of the five American-themed burgers on the McDonalds.co.uk site.
This year the burgers include the Louisiana BBQ (new), Chicago Supreme, Arizona Nacho Grande, California Melt (new) and New York Classic. The promotion will also see the return of the popular Chocolate Fudge Brownie McFlurry and the potato Crisscuts with a sour cream and chive dip.
Visitors to the site are invited to open the burger box with a simple interaction via their mouse. When they do a video begins, the screen changes to reveal visuals and musicreflective of the theme of that burger. For example, people will experience New Orleans jazz sights and sounds for the Louisiana BBQ burger versus cowboys, cactus and country music to bring the Arizona Nacho Grande to life. Each of the five burgers is represented by a unique blend of sights and sounds to evoke the full flavour of their American origins.
Credits
Campaign Title: Free the Taste of America
Client: McDonald’s UK
Creative Agency: Razorfish
Creative Director: Cyril Louis
Creative Team: Jon Usher and Paul Stoeter
Digital Senior Producer: Emma Downham
Client Services: James Fox and Joshua Toff
Senior Planner: Catherine Mcpherson
