McDonald’s
McRib
After 10 years of speculating about its return, McRib’s fandom was reaching fever pitch. The stage was set for our legendary multi-channel McRib campaign.
Our Idea
With the iconic burger finally set to return, we decided to drive its fans crazy by making a few “mistakes”. We began with an “accidental” test notification sent to all 20 million McDonald’s UK app users; all it said was, “McRib_Test.notifcation 16.10.24(TEST)”. Cue internet meltdown. We then added more fuel to the fire by prematurely revealing posters (then covering them back up), mistakenly playing out unfinished TV ads, and broadcasting corrupted sound files in every McDonald’s restaurant in the country.
The Effect
The resulting impact was colossal. A no.1 trending topic on X, £375m in earned media, and half a million McRibs sold in day 1, it’s safe to say McD’s fans bought the hype.