McDonald’s
CDN Comunicação
Oct. 2007
Delicious digital campaign for McDonald’s reality show
When they asked me to work at CDN Comunicação, I didn’t know that my first challenge would be something so important and satisfying. In the same week that I started my work with the agency, I replaced the creative manager who was going on vacation and took over the entire pre-launch campaign for Mc Donald’s new product, Mc Max.
Launch hotsite for the new McMax Burger through the “Reality Burger” campaign
The idea proposed by the brand was innovative and daring at the time since campaigns with videos were not so common. The project consisted of launching a reality show called “Reality Burger” where competitors would gather in a kitchen to create the new Mc Max. The videos would be released in small daily doses and each day a new ingredient was added to the product.
My job managing the creative team and the campaign was to think about the best way to make this project happen in digital media alongside what was shown in the commercial television interval, and as, requested work is work done, I embraced the challenge and the digital media campaign was planned, designed and produced in record time for our resources. Total success!
Unfortunately I do not have all the files related to this project to present a complete case but I managed to rescue some excerpts on video and a single screen with what was proposed at the time.
About the campaign
The Taterka Agency signed the campaign to publicize the launch of McMax, McDonald’s new premium sandwich, prepared from the advice and opinions of customers. The “Reality Burger”, brought together eight customers of the chain confined in an experimental kitchen to create a new sandwich. The idea was to show in five daily episodes a combination of ingredients that can result in a ‘big burger’. Each episode the group discusses the items that would be added – meat, bread, cheese, sauce and salad. In the end, there would be a commercial for the closing of the “reality show”, with the summary of the five episodes and the presentation of the new product.
In addition to TV, McDonald’s invested in radio, print media and the internet and the concept was exported to 28 other markets in the chain in Latin America.