| Title | MCHACK |
| Brand | McDONALD'S DANMARK |
| Product/Service | McDONALD'S |
| Category |
E06. Co-Creation & User Generated Content |
|
Entrant
|
DDB COPENHAGEN, DENMARK
|
|
Idea Creation
|
DDB COPENHAGEN, DENMARK
|
|
Media Placement
|
OMD DENMARK Copenhagen, DENMARK
|
|
Production
|
SPOILED PRODUCTIONS Copenhagen, DENMARK
|
Credits
| Kasper Dohlmann |
DDB Copenhagen |
Art Director |
| Tim Fremmich Andresen |
DDB Copenhagen |
Copywriter |
| Madeleine Naesborg |
DDB Copenhagen (formerly) |
Account Manager |
| Jasper Carlberg |
http://www.jaspercarlberg.com |
Photographer |
| Kristina Karlsson |
Spoiled Productions |
Producer |
| Ian Isak |
Independent |
Editor |
| Morten Soegaard |
Freelance |
Musician/sound designer |
| Magnus Groth |
DDB Copenhagen (formerly) |
Illustrator |
| Casper Michelsen and Jouko Keskitalo |
CJ Pixels |
Animators, motion designers and CG artists |
The Campaign
Hacking McDonald’s food was already a thing so our task was to add a framework where we could take ownership of the concept.
Introducing McHack. A social competition where users could post McDonald’s their hacks on Instagram and if their hack was the among the best we would give them fame and prizes.
McHack was different from everything else McDonald’s Denmark was doing. We didn’t follow design guidelines. We introduced a new spokesperson (Hackman). And we decided to show the raw footage. This meant showing food with less food appeal (at least for some) and connecting the brand to a lot of food pictures that would never be used in traditional media or on menu boards. Put another way – McDonald’s gave creative control of their food to their fans.
Creative Execution
We launched the concept and competition with a Facebook video. Hackman explained what hacks are and invited everyone to join by sharing their hacks on Instagram using #mchack.
Each week the most creative and fun hacks were picked and executed as posts along with the recipe and names of their maker. These were based on user votes on the campaign site. McDonald’s also picked the very best hacks and created online films based on them (3 in total) - showing the hacks, interviewing the makers and finally rewarding them with diplomas and prizes. These 3 hacks were also featured in the official McDonald’s Denmark app as vouchers – meaning everyone could try them at a reduced price.
To end it all in style we hacked a real McDonald’s restaurant and took down all the original menu items and replaced them with the McHacks.
This all happened over a 5-week period.
+250 hacks. A high number considering people had to see the content, go to a restaurant, spend their own money on making a McHack, naming it and finally posting it.
44% of app vouchers redeemed in the first week, were the McHack (1734, and in total 6345 McHack vouchers were redeemed
+13000 new app users.
+5100 comments on Facebook +476.000 in organic reach on Facebook.
10% increase in Instagram followers.
Young people were the primary target group. However, this was narrowed down to a very small group who were identified as brand lovers. Those who love McDonald’s and who we wanted to move from lovers to brand ambassadors. We needed to make them feel special and hopefully get them to promote McDonald’s in the future. Though everyone could join the fun, we decided that the campaign would only run on the media where young people spend most of their time – social media.
All content would be shared on McDonald’s primary social channels – Facebook and Instagram. To ensure that we had one place with all the content we created a campaign site where all hacks were shown along with the videos.
As social media was the main channels the look was inspired by YouTubers using almost no grading and a lot of animated elements.