Background & Objectives
McDonald’s Best Burger
To mark the 50th anniversary of McDonald’s in the UK, McDonald’s wanted to communicate their roll out of changes to their classic beef burgers.
State-of-the-art technology
An epic canvass of 360 degree 8K interactive screens
An immersive 360° experience
Wrap-around screens, interactive installations, product sampling
Prime location
Located in the heart of central London next to Centre Point
The Solution
An immersive, interactive experience
To communicate these changes, an immersive, interactive experience was launched for two days at Outernet London (one day for VIPs and the second day open to the public). As part of the campaign, visitors could scan a QR code to claim a free burger via the McDonald’s app.
Combining the ultra-high definition, 8K LED screens in Outernet’s Now Building, with a fully immersive, sensory experience, visitors were taken on a journey through the changes to the core McDonald’s beef burger range - including the buns, the patties, the onions, the cheese and the lettuce.
At the end of the experience, members of the public were encouraged to download the McDonald’s app where they were gifted 2500 rewards points, allowing them to try a revamped Double Cheeseburger for themselves.
Results
Strong audience connection & recall
According to research by 2CV the changes communicated in the campaign were well understood, with all changes being recalled better than the control, highlighting the strength of an immersive event in communicating new messages.
The most salient change was the addition of onions to the grill for extra flavour with a quarter of visitors recalling this change without prompting, rising to 87% when presented in a True/False quiz. Core brand metrics of trust, freshness and quality came through clearly.
Two-thirds of visitors were likely to try the new burgers after seeing the campaign and a similar proportion said they’d tell friends, family and colleagues about the campaign suggesting the event impacted positively on brand perceptions.
Research
Campaign evaluation by 2CV
QR codes
Product sampling via the McDonald's app
Brand recall
87% recalled new product features via quiz
“Outernet was the perfect choice for us to have fun with this launch – seamlessly combining the efforts of multiple marketing and communications disciplines to create something exceptional and one of a kind.”
Louise Page, Head of Consumer Communications & Partnerships