McDonald's: Case study

Credits & Description:

Brand MCDONALD'S
Entrant DM9DDB SAO PAULO
DM9DDB Sao Paulo, Brazil Entrant Company
DM9DDB Sao Paulo, Brazil Idea Creation
Marcio Oliveira DM9DDB Account Services
Paulo Coelho DM9DDB Creative
Aricio Fortes DM9DDB Creative
Adriano Alarcon DM9DDB Creative
Marcos Alves, Martina Martinez DM9DDB Creative
Art Director DM9DDB Creative
Mariana Manso DM9DDB Creative
Pedro Baptista DM9DDB Creative
Sabrina Bernardini DM9DDB Creative
Thais Vieira, Yanni Sabongi, Giulia Pallone DM9DDB Creative
Anita Souza, Andressa Bianco, Amanda Rollemberg DM9DDB Account Services
Thiago Salvador DM9DDB Project Manager
Pedro Bueno, Aline Fernandes, Amanda Arcaro DM9DDB Production
Vicente Varela, Ana Paula Sanchez, Eduardo Couto, Polimarcos Macedo, Ana Claudia DM9DDB Media
Gabriela Breitenbach, Deborah Bohlsen Camerini DM9DDB PR
Andrea Sá, Filipe Botton DM9DDB Planning
Dan Gertsacov, Guilherme Coe, Roberto Gnypek, João Branco, Denis Rocha Borges, L McDonald's Approval
Nelson Zarate, Rodrigo Luchini DM9DDB Production
Rodrigo Luchini DM9DDB Production
Nelson Zarate, German Espiaut DM9DDB Editing
Anderson Tavares, Henrique Zarate DM9DDB Motion
Lucha Libre Lucha Libre Sound Company
Brief Explanation
Instagram Menu integrates social networks with point of sale. And then uploads the photos of people eating McDonald's on Instagram on our restaurant menu boards. Breaking all McDonald's guidelines on how to show appetite appeal in a moment clients are actually deciding on what to buy. Leveraging life style and good vibes of the people on Instagram instead of photoshopped appetite appeal photos.
Synopsis
Appetite appeal. In the fast food market this is another expression for photoshopped photos. In all fast food chains we see the same kind of photo treatment: perfectly symmetrical bread photos, perfectly melting cheese photos

perfectly good looking vegetables photos and so on.

After decades of "illustrative purpose only" menus we had an insight. Nowadays the most praised photos in the world come from Instagram, capturing the moment as it is, the happiness and the vibe of that instant. And that's why we love them.

And then we thought maybe it was time to see what would happen if we switched our menu perfect photos to Instagram photos of people eating our food.

Strategy
Everyday our Business Intelligence and Social Media Teams find thousands of new Instagram posts of people tagging @McDonalds_BR account and also adding hashtags of our products on their photos. (Like Big Mac, Quarter Pounder, Filet-O-Fish, World-Famous Fries and much more)

This is a very spontaneous thing from our customers that love to share on Instagram the good moments they have on our restaurants.

After years using photoshopped pictures on our Menus,

we decided it was give this huge database of photos of real people having real food and real fun at McDonald's to our point of sale communications. Totally in line with McD's global positioning "Share Good Moments." Because more importantly than appetite appeal is the good vibes appeal.

Relevancy
Instagram Menu is a direct campaign idea that integrates people's Instagram accounts with McDonald's menu boards on our restaurants, impacting directly people at McDonald's checkouts.

Outcome
We’ve noticed a 58.5% tagging increase on our profile (@McDonalds_BR) after the stunt.

Our consumers at the restaurants found out that their pictures could be uploaded on our Menu Boards and started posting even more.

Some people that received the Direct Message for legal approval created new contents revealing our interests in using their photos - spreading the news.

Our approval rating was 99.7% (the negatives due to the approval process – they had to send a photo of their IDs).

Execution
We tracked all the photos that tagged the @McDonalds_BR profile and hashtags of our products available at the moment in Brazil (#Big Mac, #Quarterao, #DuploQuarterao, #McChicken, #McFish, #McNificoBacon, #BigTasty, #DuploBigTasty, #ChickenSupreme, #CheddarMcMelt, #McFritas, #Sundae, #Casquinha, #McShake and #McFlurry).

Then we directly contact via Instagram Direct Message all the users who tagged us on Instagram to ask authorization for their image rights on our Menus. To approve they just had to send a photo of their ID back to us.

After approval the photos fed an image back programmed em HTLM that send those photos direct to our digital Instagram menus on participant restaurants.

Campaign Description
Instagram Menu is a new take on McDonald's restaurant menu boards. This campaign integrates social networks with point of sale. And then uploads the photos of people eating McDonald's on Instagram on our restaurant menu boards impacting customers in the exact moment they are deciding on what to buy. Breaking all McDonald's guidelines on how to show appetite and leveraging life style and good vibes of the people on Instagram instead of photoshopped appetite appeal photos.