HOW TO DO WE TELL THE WORLD THAT MCDONALD'S IS NOW OPENING 24/7. WE CREATED THE BIGGEST MEDIUM EVER: THE NIGHT SKY!
The Situation
Saudis live during the night. It’s a ritual passed down from ancestors who, slept during the day to avoid the desert sun. They passed down another tradition of the night: star gazing.
McDonald’s KSA was the 1st Fast food restaurant to get a license to open all night, which meant, no one was used to looking for an open restaurant LATE at night.
SOLUTION
We put our message where they were already looking. Up, in the night sky.
Introducing McDonald’s Star Hunt!
The McFries Belt, The McSundae Nebula and the Big Maccer. Our promotional stars that only appear during the night. We equipped our app with AR and all users had to do was point their devices at the night sky and hunt for the McStars. They could then redeem them at McDonald’s or get it delivered.
RESULTS
McDonald’s KSA became the star of the Saudi night.
On the 1st night of opening:
- 200,000 McDonalds lovers reached
- 12% increase in sales
- 20,000 people came to McDonald’s
- Campaign cost covered in the 1st hour
- 1900% return on campaign investment
