Title	SNAPCHANCE
Brand	McDONALD'S NORWAY
Product/Service	SMOOTHIE LAUNCH
Category	A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN
Entrant Company	DDB OSLO, NORWAY
Advertising Agency	DDB OSLO, NORWAY

Name	Company	Position
Kenneth Lamond	DDB Oslo	Creative
Even Moseng	DDB Oslo	Creative
Emma Karlsson	DDB Oslo	Project Manager
Lars Hafstad	DDB Oslo	Account Director
Henning Sillerud	DDB Oslo	Web Director/Designer
Per Øyvind Weum	DDB Oslo	Motion Graphics/Designer
Ine Rasen	DDB Oslo	Designer

The Brief

To sample up to 5000 of McDonald's new fruit smoothies to a young, price-sensitive, yet quality focused target group. And through that activation make them aware that our product was as good as - or even better than - competitive products, only half the price. For a target group with very limited funds, they look to cut cost wherever possible. Our new smoothies let them do that without trading away a full taste experience.

Describe how the promotion developed from concept to implementation

We needed a way to get our TG into the restaurant. So they could try the product, of course, but also to make them aware of our smoothies have very competitive price. We therefore came up with the idea of SnapChance - where we sent snaps that worked as lottery tickets where our friends could win free smoothies. However, since snaps disappear once they're viewed, people had to open them at McDonald's! Meaning they didn't know if they had a winning snap or not until they opened the snap at the cash register.

Describe the success of the promotion with both client and consumer including some quantifiable results

Since the soft launch of these smoothies - they were sold but not advertised - sales were up 40,6 per cent. This was also the forst time mcDonald's used Snapcha, in fact we created an account for this activation, and in just two weeks we went from 0 to 2,700 friends. Which is quite alot give the small population of Norway and the intimate nature of snapchance. Also, hardly any money was spent on media, and no money on production.

Explain why the method of promotion was most relevant to the product or service

This TG love smoothies, and there are quite a few stores in Norway that focus solely on selling smoothies, yet to a relatively high price. To make our TG aware of our new smoothies, we had to do something that caught their interest, rather than just handing out free coupons. By turning it the other way around - we made our fans add us as friends on Snapchat, indeed asking us to send them these lottery tickets/coupons. By letting us in to the private sphere that is snapchat, our campaign became way more personal and effective.