Title	THE ICON CLUB
Brand	McDONALD'S
Product/Service	APP
Category	C01. Mobile Applications
Entrant Company	TRIBAL DDB Milan, ITALY
Advertising Agency	TRIBAL DDB Milan, ITALY

Name	Company	Position
Gaia Vannini	Tribal Ddb	Copywriter Supervisor
Gabriele Goffredo	Tribal Ddb	Art Director Supervisor
Mimmo De Musso	Tribal Ddb	Copywriter
Gaetano Cerrato	Tribal Ddb	Art Director
Paolo Zecca	Tribal Ddb	Digital Art Director
Barbara Damonte	Tribal Ddb	Account Director
Antonio Di Donato	Tribal Ddb	Project Manager
Pasquale Pinto	Tribal Ddb	Social Media Manager

Creative Execution

We engaged fans on our Facebook page through content and ads, and we addressed them to the App store. Then on a dedicated landing page they could find info about the app and its related activities. Moreover, we uploaded all users' tracks on 'McDonald's Italia' Instagram profile as video content. That created a spontaneous word of mouth through our followers and helped us spread the campaign.

The app worked surprisingly well: More than 200.000 dowloads in one month, more than 50.000 tracks created by users. All with a small amount of paid media. Most importantly, Millennials' target has been extremely reactive to the campaign: 7.500.000 social impressions by Millennials; +50% engagement on 'McDonald's Italia' social channels by Millennials.

In Italy, Branded Entertainment is continually expanding. A growing number of Companies are using this strategy of communication. Our challenge was to have Millennials getting in touch with McDonald's again. So, we thought that would have been great to let McDonald's speak their language. We started from the 'Icon' outdoor campaign and we gave it a new digital life. We recorded typical McDonald's sounds and created electronic samples with them. Then, we associated those sounds to the McDonald's Icons and we created 'The Icon Club', the app that allows users to mix sounds and produce their musical tracks. Other sounds could be unlocked everywhere, only by catching icons of the outdoor campaign with a camera.