| Title | NFT |
| Brand | MCDONALD'S |
| Product/Service | MCDONALD'S |
| Category |
G04. Social Behaviour |
|
Entrant
|
DDB Paris, FRANCE
|
|
Idea Creation
|
DDB Paris, FRANCE
|
Credits
| Alexander Kalchev |
DDB Paris |
Chief Creative Officer |
| Melanie Pennec |
DDB Paris |
Creative Director |
| Nicolas Pageaud |
DDB Paris |
Creative |
| Delphine Tabutin |
DDB Paris |
Creative |
| Marion Thiery |
DDB Paris |
Creative |
| Cédric LEDOUX |
DDB Paris |
Planner |
| Stéphane Gazzo |
DDB Paris |
Agency Supervisor |
| Julie Garguillo |
DDB Paris |
Agency Supervisor |
| Adelaide Destaillats |
DDB Paris |
Agency Supervisor |
| Pierre GUENGANT |
DDB Paris |
Agency Supervisor |
| Sébastien BALONDRADE |
DDB Paris |
Social Media Team |
| Elise Lassimoulie |
DDB Paris |
Agency Supervisor |
| Xavier Royaux |
McDonald's |
Advertiser Supervisor |
| Anne Lainé |
McDonald's |
Advertiser Supervisor |
| Leila Abdallaoui |
McDonald's |
Advertiser Supervisor |
| Lea Lesne |
McDonald's |
Advertiser Supervisor |
| Marine Leroy |
McDonald's |
Advertiser Supervisor |
| Florent Kowalczuk |
- |
Designer |
| Sébastien Papillon |
DDB Paris |
Digital Producer |
Why is this work relevant for Brand Experience & Activation?
We allowed our fans to experience the brand and its star products in a new and fully digital way. For the first time, people could OWN a McDonald's unique core product.
Background
McDonald’s France is one of the most loved and shared brands on social media.
January 2021: we decide to take it a step further with a new pop-culture approach. The idea : to identify in real time the pop culture phenomena to which Mcdo can react.
March 2021: NFTs invade the media. Young and old alike talk about it and wonder.
We decide to take up the subject. But how ? By being what McDonald's is loved for: feelgood and generous.
Describe the creative idea (20% of vote)
The idea: the first free NFTs collection made my McDonald’s for McDonald’s fans.
4 iconic products in 5 copies each have been prepared with love.
We also thought of our fans who were not yet familiar with NFTs : physical versions were offered in numbered digital frames, turning something virtual into something tangible.
In the end, 20 NFTs and their physical versions were to be won by participating in a simple game on our social networks.
Describe the strategy (20% of vote)
We had three very different key target :
- NFTs fans
- McDonald’s fans who would not neceserraly know what NFT is but would love to own one.
- The media
In order to reach everyone, and not only NFTs fans, we made sure to make our activation the most simple and accessible possible. A very simple explanation of what NFTs are, no complex words, no nerd jokes and iconic products.
Describe the execution (30% of vote)
We decided to speak out where NFTs are most talked about: on social networks, especially on Instagram and Twitter.
We teased the operation from 4 to 8 April to attract attention.
The first contest begins on Friday, April 9 and runs until April 13.
Participants will have to follow @McDonaldsFrance on Twitter or Instagram and tag the name of a friend or retweet a publication that has talked about the game.
The NFTs will be given away in the first contest and players can try again in round two, which runs from April 14-18.
List the results (30% of vote)
The operation was widely followed, generating unprecedented numbers on our social networks. In total we counted more than 17,4M impressions, about 446M interactions and 49K participations to the contest.
And in the end, we showed that a pixel art burger can be of tremendous value to people, even when it's free.
Please tell us about the social behaviour that inspired the work
What really inspired us was to see hundreds of young digital artists being able to monetize their work thanks to NFTs – and the fact that lots of people (ant not only rich bidders) were ready to pay a couple bucks or more for a digital art piece.