FURTHER SOCIAL AND DIGITAL CONTENT
McD's 40th Digital Activation
Happy New 2020
I set up a reactive social department at draftLine, the ABInBev agency. We jumped on trends that fitted our brands.
On New Year's Eve innocent people posted their gleeful faces as they welcomed 2020 into the world. Little did they know they were welcoming covid, lockdown & misery. This Insta campaign compensated those optimists with free beer. We searched for relevant NYE posts and commented on their photos. Once they followed us we sent them cases of lager to cheer up the worst year ever.
On New Year's Eve innocent people posted their gleeful faces as they welcomed 2020 into the world. Little did they know they were welcoming covid, lockdown & misery. This Insta campaign compensated those optimists with free beer. We searched for relevant NYE posts and commented on their photos. Once they followed us we sent them cases of lager to cheer up the worst year ever.
The Euros
Jupiler is Belgium's biggest beer brand and sponsors of the Belgian football team. We made reactive memes from the the events of the day at the tournament. We also used Belgian players for the TikTok trend 'Tell me without telling me' to get fans to demonstrate their support the national team.
Post-lockdown pub reopening memes
We made loads of these for Belgium and they performed very strongly. We tested them as they were published and then tweaked lines and put more budget behind the better performing clips.
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Reactive content
We talked about Buds for the Friends reunion and bigged up the winners of the Prem. Planned reactive that played out the day Liverpool won the league. A tiny social ad for free beer. Written and filmed in a day. Yes, that is the creative team.
McDonald's Canada various social / digital
Work from my time as CD of McDonald's Canada in Toronto: A top tip to keep fries warm. Launch of McD's app and All Day Breakfast.
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Mobile Menu – Fries from Lee Cristiano on Vimeo. |
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Live Facebook feed of the first ever Egg McMuffin made after 11am for All Day Breakfast launch (the idea is better than the camera work). The second video shows how we harnessed data to show Monopoly competition winners in real time and used Vogon to match people with the prizes they'd most like.
Uber Eats
We brought McDelivery to Canada with a live Instagram Story. We placed a bench across wherever McD's deliver -which is everywhere! Our shiny seat was seeded by influencers and promoted live on social. I influenced our influencer list to include people that match our brand. Bland, overly-cool types were replaced with characters who were rather more fun.
Snap
To create buzz around our launch on Snap we shared Snapchatters' content on the McD's channel if they created imagery incorporating McD's and their bitmoji. We acquired 19000 followers.