McDonald’s fans get a song with their Big Mac as part of global imlovinit24 initiative
McDonald’s fans in New Zealand today got a big surprise when they opened their Big Mac burger boxes. Lucky customers at McDonald’s Lunn Ave, in Mt Wellington, became the first in the world to have the iconic burger say quirky comments, sing songs and make funny sound effects.
The event was part of a global initiative by McDonald’s, known as imlovinit24 – a collaboration of McDonald’s roster agencies – including TBWA, OMD, Leo Burnett, DDB, Cossette and Ruder Finn – which will see 24 gifts of joy, over 24 hours, on March 24, in 24 cities around the world. Through imlovinit24 McDonald’s aims to bring the world together virtually, illustrating what the brand does every day – serving joy to millions of people.
Australia kicked off the initiative, the first of its type for McDonald’s, with a giant “Playland style” ball pit shaped like a cup of coffee in Sydney, giving away a free morning coffee to all participants.
As the day rolls on fun and creative ideas will come to life in countries across the world, including a pajama party in Italy, where customers in pajamas receive free breakfast for 24 days; an ice coupon contest in Brazil, in which customers must redeem their coupon at a nearby McDonald’s before it melts; and special drive-thrus in the Philippines, Denmark and Vietnam.
The world-wide initiative will end in the US with a free concert from global R&B singer Ne-Yo, who will sing a “Lovin'” anthem composed of crowd-sourced lyrics from fans. imlovinit24 will unfold throughout the 24-hour period on imlovinit.com, where customers around the world can digitally experience events in other global cities.
The unique Big Mac packaging was designed and made specifically for this initiative, including a bespoke sound device and a range of audio effects. McDonald’s New Zealand invited Big Mac fans to attend the event via its Facebook page, and footage will be integrated into a video showing imlovinit24 come to life around the world.
McDonald’s New Zealand marketing director Chris Brown says, “We thought this would be a fun way to surprise and delight our customers and bring a little bit of joy to their day and add to their McDonald’s experience.”
Matt Biespiel, Senior Director, Global Brand Development, McDonald’s Corporation says, “At McDonald’s, the customer experience is the focus of everything we do. Today, through imlovinit24, we’re focusing on the fun of our brand and uniting and engaging with our customers in something truly positive: sharing 24 moments of joy to millions of people around the world in 24 hours.”
More #imlovinit24 content will be shared throughout the next 24 hours – go to imlovinit24.com.
DDB – Project lead, responsible for the overall digital strategy, running the project and producing the global video content
Fuse – responsible for the social strategy and social content production
OMD – responsible for media and pushing out all content captured
DDB:
Executive Creative Director: Shane Bradnick
Digital Creative Director: Haydn Kerr
Art Director: Zac Lancaster
Copywriter: Tom Cunliffe
Executive Producer: Judy Thompson
Agency Producer: Celia Rowe
Lead Technologist: Cameron Crosby
Digital Operations Manager: Liz Knox
Studio Producer: Shelley Cousins
Group Account Director: Zoe Alden
Account Director: Carly Pratt
Account Manager: Demi Nielsen
Digital Strategist: Parker Mason
DDB – Maker:
Maker Producer: Kate Moses
Director: Rob McLaughlin
Editor: Steve Gulik
Colourist: Pete Ritchie
Sound Design: Liquid Studios
Fuse:
Account Executive: Penny Quirk
Content Executive: Mitch Smyth
Head of Fuse: Gina McKinnon
OMD:
Client Service Director: Penelope Burns
Senior Account Manager – Digital: Christina So
Head of Digital Strategy: Rafis Kadir
Senior Programmatic Media Specialist: Alex Gray
McDonald’s NZ:
Marketing Director: Chris Brown
National Marketing Manager: Jo Mitchell
Head of Corporate Communications: Simon Kenny
2 Comments
Last I checked they served burgers and fries. Joy? FFS…
So staged. Esp the afro dude. Give it up.