COUCH SWEEPSTAKES
McDonald’s – Experiential, Product, Social & Video
Reaching new audiences through insights + cross-channel storytelling
The Challenge
Awareness of McDonald's McDelivery via Uber Eats is on the rise, but there’s still room to close the visibility gap. To increase buzz and business impact, we tied McDelivery to target audiences via cultural moments ready-made for engagement.
The Idea
March and April mark peak college basketball season and the long-awaited return of popular TV shows, which means people are opting to stay in during prime meal time. Additionally, 76% of trendsetters would rather stay at home on the weekend than go out and 82% of food delivery orders are placed from home. The trends were in our favor to deliver craveable food straight to customers’ doorsteps.
We paired influencer marketing with absurd creativity to entice entries and spark excitement.
The Engagement
Capitalizing on the enthusiasm of college basketball fans and the return of a primetime TV lineup, McDonald’s launched a Twitter sweepstakes for a custom-made McDelivery couch. Through strategic partnerships with La-Z-Boy and influencer Trey Kennedy, the narrative came to life: No matter where you are or what #team you’re on, your couch is the ultimate fan zone. With McDelivery and Uber Eats delivering convenient, craveable McDonald’s food, fans won’t miss a minute of showtime.
409
TOTAL
Media placements
(Earned)
10.9
MILLION
Media reach
(Traditional)
127.7
MILLION
Social reach
99
PERCENT
Pull-through
McDelivery and Uber Eats
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