| Title | BIG MAC SHOP |
| Brand | McDONALD'S SWEDEN |
| Product/Service | BIG MAC MERCHANDISE |
| Category |
D04. Travel, Leisure & Retail (incl. e-commerce & restaurants) |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
OMD Stockholm, SWEDEN
|
|
PR Agency
|
PRIME Stockholm, SWEDEN
|
Credits
| Simon Higby |
Ddb Stockholm |
Art Director |
| Stefan Gustafsson |
Ddb Stockholm |
Copywriter |
| Christian Budtz |
Ddb Stockholm |
Strategic Planner |
| Johan Ljungman |
Ddb Stockholm |
Business Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Emmi Wilhelmsson |
Ddb Stockholm |
Account Manager |
| Pärmartin Jonsson |
Ddb Stockholm |
Graphic Designer |
| Anna Hellenberg |
Ddb Stockholm |
Print Production Manager |
| Christian Björnerhag |
Ddb Stockholm |
Photoshop Artist |
| Isa Svärd |
Ddb Stockholm |
Graphic Designer |
| Jenny Gunnarsson |
Ddb Stockholm |
Front End Developer |
| Dennis Phang |
Ddb Stockholm |
Web Designer |
| Johan Svensson |
Ddb House |
Executive Producer |
| Anna Svensson |
Ddb Stockholm |
Account Manager |
| Magnus Flobecker |
Magnus Flobecker AB |
Costume Design |
| Daniel Israeli |
Ddb Stockholm |
Special Production Manager |
| Rickard Berggren |
Ddb Stockholm |
Social media manager |
Brief Explanation
This entry shows how McDonald’s – traditionally known as a mass marketer – took a completely different approach to building a deeper relationship with their true fans.
We did that, not via a campaign, but by opening an online store – The Big Mac Shop – the first ever official Big Mac online store to sell specially designed Big Mac clothes and lifestyle items directly to fans. The collection included bed sheets, wellington boots, thermal underwear, dog coats, raincoats, wallpaper, sleeping bags and board shorts.
As the base of buying customers keeps growing, the Big Mac Shop is proving its sustainability not just as ecommerce platform for McDonald’s Sweden, but as a space for innovating interesting products that allow McDonald’s to engage directly with fans and have relevant conversations.
The Big Mac Shop is also made available directly from McDonald’s app, which is amongst the most downloaded apps in Sweden.
Creative Execution
The Big Mac Shop ecommerce platform doubled as the campaign hub.
Phase 1: Influence the influencers:
- One week prior to the launch event,
- 200 bloggers and journalists received a digital invitation
- On the day 138 international press kit was sent
Phase 2: Fuel the conversation:
- Media contacts were listed and updated regularly with new content, which was also featured in owned platforms.
- We set up a customer service to handle requests regarding The Big Mac Shop, while the ongoing dialogue with fans happened via the Big Mac Shop’s Instagram account, regramming fans’ posts.
Results
• In 1 week the campaign reached 200 million people, generating 5.5 mill. Euro in Earned Media which later increased to 8.1 mill. Euro
• Online shop visitors from 150 countries, 76% visitors coming from direct traffic
• +362,000 unique visitors since launch. 41% of visitors are returning fans.
+1,8k fans subscription for product updates.
• Twitter: +1,700 tweets. Instagram: +1,100 comments, +47,900 likes
• Shipping to 6 continents.
* Half the profits goes to Ronald McDonald’s House Charity, half to product development.
• A self-funding platform for ecommerce and innovation that connect with fans. New designs are in production.