October 2014 │ USA
McDonald's
Our Food Your Questions
When it comes to food, McDonald’s is a lightning rod for criticism and attacks. Most is either inaccurate, out of date or is complicated to explain. Even to address rumors would elevate attention to them. Yet the silence created a vacuum for these myths to become fact.
With social amplifying untruths, McDonald's could no longer stay silent. Tough questions deserved honest answers.
Get the answers.
TV
How do we see and hear questions that were mostly online?
We took the comments box to the streets.
PreRoll
Pre Roll
Webisodes
1-to-1 Responses
McDonald’s used to redirect all gripes about their food to a call-center. Now armed with answers, they could reply with personalized responses.
Questions and answers online.
Curious consumers could search through all the questions and answers that people were asking.
Impact
It generated huge amount of publicity around the world.
Good Morning America did a whole segment on it.
John Oliver called it,
“A bold, new ad campaign.”
Mark Zuckerberg even commented on the Chicken Nuggets video.
We saw brand perception improve with the campaign, but we didn't expect as huge a jump in perception with tough-to-convince Millennials.
