McDonald's for You

In 2018, the big and global brand McDonald’s acted small, close and personal. With the smallest McDonald’s restaurant in the world: McDonald’s For You. A McDonald’s that could be placed anywhere and bring joy to McDonald’s fans with a special wish.

The tiny McDonald’s for You got a huge response from the Dutch. The idea generated massive PR, worth over €400k in the Netherlands alone. And the audience reacted, asking for the smallest restaurant to come to them. The best requests we’re surprised with their personal restaurant, providing us with touching, entertaining social content.In terms of results, our campaign surpassed all expectations: double digit growth in comparable sales and guests counts. More than 18M impressions were delivered on the different McDonald’s For You videos on Instagram and Facebook. The campaign captivated media, resulting in an all-time high PR-value and over 30 million earned media impressions. McDonald’s advertising likeability increased to 43%, showing the brand’s ability to stand out in a crowded summer.

To amplify the special bond that people have with McDonald’s, we wanted to create a special experience. For once, the big and global brand McDonald’s acts small, close and personal. With a restaurant especially made for you: The McDonald’s For You. The smallest McDonald’s restaurant in the world. Instead of asking guests to visit our restaurants, we invited them to tell us where they would love to have their own McDonald’s and why. Every weekend, we picked winners with a very special wish and we brought a McDonald’s For You to them: An old lady that misses the brand in her nursing home, a girl with a sweet sixteen party and a family that moved to an island, surrounded by sea and no McDonald’s in sight. All of the stories were personal and heartfelt, that everyone could empathize with and led to engaging content that we used across all media, to engage the audience for three months.

In 2018, the challenge for McDonald’s was to top the success of Good Times Island. That big and bold campaign created a major buzz and was the talk of the summer of 2017. The brief was to create a campaign with as much engaging talk-value, yet closer to the brand and the guests of McDonald’s, creating content for the 3 months the campaign needed to maintain top-of-mind awareness. All departing from the brand purpose to spark spontaneous moments of joy and show that McDonald’s Always Open for Good Times. McDonald’s is perceived as a big and global brand with a standardized formula. One of its strengths is that is the same recognizable restaurant everywhere. But this is a weakness too, preventing to become more personal and emotional for the guests.