will launch a digital campaign in support of McDonald’s ‘Great Tastes of The World’ promotion. The promotion sees UK restaurants feature a new burger inspired by a different country – one per week – for four weeks. The creative campaign launches today with a one-day takeover of YouTube
and will run from today for a further month on www.McDonalds.co.uk
The campaign finds fun in the differences between the culture of the UK and the cultures of the countries that have inspired the new burgers -- Spain, Australia, Mexico and India -- and harnesses social media to increase reach and engagement.
Visitors to McDonalds.co.uk
will see a different iconic British scene each week. Whilstthey watch, the scene will be transformed by playful elements representative of the home country of that week’s new burger. The music has also been considered: each scene is accompanied by a classic British tune, but a version played by instruments native to the corresponding foreign country.
As the scene completes, visitors to the site are invited to get involved by taking a photo with their webcam to place themselves in the mixed-up scene, creating a postcard which they can then share instantly on their social media channels including Facebook and Twitter. Razorfish will also drive traffic to the postcard mechanic via the McDonald’s UK Facebook page to encourage further feedback and advocacy.
The four new burgers are The Spanish Grande, The Australian BBQ Supreme, The Chilli & Cheese Mexican and The Chicken & Chutney Indian.
Campaign: Great Tastes of the World
Creative Agency: Razorfish