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WHAT WE CREATED
As the previous campaign was targeted to twitter users, this new campaign aimed to also target the younger generation of twitter users. The younger generation are highly influenced by celebrities and social influencers and tend to follow what their favorite idols are doing.
The hashtag #McCravings and tagline (Even the best of us can't resist the #McCravings) were curated to create the image that even celebrities have cravings for McDonald's.
We aimed to capitalize on the younger generation's desire to follow after their idols and attempted to create an extremely desirable image for McDonald's through this campaign.
The following mock posters were created to better illustrate our idea & concept for this project. It incorporates real life paparazzi shots of celebrities eating McDonald's.
CAMPAIGN MEDIA KIT
A media kit, intended to be distributed to social influencers and media outlets to create more buzz, was also created. The concept for the media kit revolved around the idea of a 'survival kit' for when you have irresistible cravings for McDonald's.
The media kit also comes with a guide book that further elaborates the idea of this campaign & the contents of the kit.
(An e-version of the guidebook is available on the right)
CAMPAIGN BROCHURE
A brochure containing more details, such as the campaign's objectives and specific implementation steps, were also presented.
In this previous campaign, McDonald's attempted to gain positive earned media for their company through a hashtag (#McDstories) which was not well thought out. With the new hashtag #McCravings, which eludes a desirable image for McDonald's and is a fit with their not necessarily healthy but extremely addictive image, there is a higher chance that it will produce more positive results as compared to the previous campaign. Additionally, the new campaign incorporates IMC channels that shapes a consistent message through the use of various different platforms.