| Title | HAPPY GOGGLES |
| Brand | McDONALD'S SWEDEN |
| Product/Service | HAPPY MEAL BOX |
| Category |
C09. Use of New Technology |
|
Entrant
|
DDB STOCKHOLM, SWEDEN
|
|
Idea Creation
|
DDB STOCKHOLM, SWEDEN
|
|
Media Placement
|
OMD Stockholm, SWEDEN
|
|
PR
|
PRIME Stockholm, SWEDEN
|
Credits
| Julia Björk |
DDB Stockholm |
Account Manager |
| Simon Higby |
DDB Stockholm |
Art Director |
| Johan Ljungman |
DDB Stockholm |
Business Director |
| Sebastian Otarola |
DDB Stockholm |
Innovation & Prototyping |
| Johan Olsson |
DDB Stockholm |
Innovation & Prototyping |
| Anna Hellenberg |
DDB Stockholm |
Print Production Manager |
| Michael Nyberg |
DDB Stockholm |
Digital Account Director |
| Erik Årnell |
DDB Stockholm |
Planner |
| Johan Molitor |
DDB Stockholm |
Account Director |
| Astrid Kowalczyk |
DDB Stockholm |
Digital Growth Manager |
| Can Cetindag |
DDB Stockholm |
Graphic Design |
| Claudia Backholm |
DDB Stockholm |
Planner |
| Daniel Johansson |
DDB Stockholm |
Webmaster |
| Daniel Liljas |
DDB Stockholm |
Graphic Design |
| David Alledal |
DDB Stockholm |
Copywriter |
| Helen Kvarnmalm |
DDB Stockholm |
Account Manager |
| Isa Svärd |
DDB Stockholm |
Graphic Design |
| Johan Svensson |
DDB Stockholm |
Agency Producer |
| Johanna Lundblad |
DDB Stockholm |
Graphic Design |
| Martin Ruben |
DDB Stockholm |
Digital Design |
| Peter Danielsson |
DDB Stockholm |
Graphic Design |
| Petter Eriksson |
DDB Stockholm |
Senior Digital Designer |
| Pärmartin Jonsson |
DDB Stockholm |
Graphic Design |
| Rickard Berggren |
DDB Stockholm |
Social Media Manager |
| Tobias Hause |
DDB Stockholm |
Graphic Design |
The Campaign
Evolution doesn't always mean radical change. For us it meant a bit of ripping, folding and sliding. By doing so, we designed a normal Happy Meal Box into a unique VR viewer. We call it Happy Goggles.
"A Happy Meal box, if you think about it, is the perfect starting material for a rudimentary VR headset.” – Wired Magazine
At its heart, Happy Goggles is a product innovation to meet the changing play patterns of a new generation of digitally native guests. As mobiles are their new toys and app stores their new library, cinema and classroom. We used smart design to transform the world’s most iconic box, into the world’s most democratic entertainment console. One which can adapt to any emerging play patterns over time.
Execution
On the day of launch, we started the rumour mill with an exclusive article in Adweek. And we also seeded 100’s of boxes to key influencers across the globe. Sparking a flurry of content across the social web.
We also featured our boxes at SxSW! Where festival goers could try our immersive ski-game experience Slope Stars. For which we secured endorsement from the Swedish national ski-team, a great amplification source for our message.
Once the rumours was out, we sent out press-kits to over 17,000 media outlets. The press-kits featured our product launch video and also encourage visits to http://happygoggles.se/en where anyone could find out more about the product and also engage in our immersive Slope Star experirence.
Our newsroom then governed each story, answering questions and securing more features as the story spread. The campaign then went into action mode, and we invited media and influencers into selected restaurants.
It’s too early to talk about the impact this idea might have on the hard sales metrics. But did we manage put the iconic Happy Meal back into the conversation? We’ll the numbers speaks for themselves:
+175 m earned media impressions.
+1,5 m visits to http://happygoggles.se/
+1400 articles, collectively shared over 70,000 times on Facebook alone.
+ 2000 blog posts
And finally, as a result selling out every single box we made, improving the restaurant experiences for thousands of families, we are now working towards a national launch in late 2016. Meaning we are on track to fulfill our journey towards designing the largest entertainment console ever created. Not bad for a bit of ripping, folding and sliding.
For more on Happy Goggles and our accompanied Slope Stars ski-game, check out the product's website: http://happygoggles.se/en/
The Situation
This is a story of how we, with a very modest budget, managed to change the perception of our brand and improve the restaurant experience for a group of key stakeholders for the McDonald's business: Our families. By giving an old iconic product new life, we went from being the old QSR brand, to a new exciting place for both parent and child!
The Strategy
With a small purse, we had to think bigger than our budget and find a way to generate as much hype as possible. So we looked to the best hype generators in the business: Silicon valley. And set-up a PR strategy unheard of in our industry: Rather than behaving like QSR-brand, let’s launch Happy Goggles as a tech innovation.
Aiming to create a communication ecosystem based around the principles for a premium tech launch. We used unconventional methods like product webpages, video-game launches, product launch/review films, keynote events and influencer marketing to spread our message. We even launched at SxSW!
This innovative strategy opened up a completely different way of storytelling for McDonald’s. Allowing us to approach influential publishers who rarely cover the McDonald’s brand e.g. verticals such as Wired and Popular Science, to more established media such as WSJ and Time.