McDonald’s
Best Burger Sensoriummm
McDonald’s
Best Burger Sensoriummm
When McDonald’s set out to make its burgers even better ahead of its 50th anniversary, it deserved a ‘mic-drop’ moment. But how would we make the public sit up and take notice of what were essentially small – but impactful – technical changes in the kitchen?
The answer was the McDonald’s Best Burger Sensoriummm – a spectacular, immersive, sensory experience where visitors felt like they were literally stepping INTO the new improved burgers as they learnt about the changes.
Think hearing crunchy lettuce; smelling the toasted buns; playing with dangling drops of melted cheese; sitting on modelled burger buns the size of small cars; and strutting through an interactive grill to hear the patties sizzle.
We supported the experiential with editorial media relations and social media/ influencer content creation around the burger changes to create a groundswell of noise around the event and ‘Best Burger’ improvements.
It was a celebration of McDonald’s best-ever burgers that went beyond mere taste, creating a narrative that resonated with hearts, minds, and taste buds.
Made
You Look.
• 233 pieces of editorial coverage
• 16 million OTS
• 3 million views of content
Made
You Care.
• 5,000 visitors to the Best Burger Sensoriummm
• Two thirds of visitors were likely to try the new burgers
• Social sentiment/SOV for McDonalds Burger increased by 10%
• Significant sales boast above projection
- GOLD - AMEC Awards 2024 - Best use of measurement for a single event or campaign
- BRONZE - The Drum Awards 2024 - Experiential: Food & Beverage
- FINALIST - Creative Moment Awards 2024 - Creative Experiential Campaign of the Year
- FINALIST - The Drum Awards 2024 - Experiential Activation Launch of the Year
