Toast Your Town
Integrated Campaign

We successfully launched McDonald’s into the world of social media with a fully integrated campaign that did everything from highway billboards to online banners to a first ever live streaming event using Twitter as the platform. The ads that we created were targeted to the tri-state area and pitted the Five Boroughs against one another by using Foursquare check-ins that allowed customers to toast their local McDonald’s. The location that had the most check-ins during a specific time period earned free McCafé drinks.

The main focus of this campaign was a “Toast Your Town” micro-site, which served as a hub for Foursquare, Twitter and Facebook pushes. The site also featured a live streaming video segment during which our selected hosts encouraged users to talk up their area or talk some trash about another area by “posting a toast.” It was the first time that McDonald’s was actively engaged with their customers.

When the campaign had finished, we had successfully introduced McDonald’s to the world of social media, created an entertaining platform to educate consumers about McCafé beverages, and motivated users to accept a major brand as part of their everyday social experience. Here’s to success!

Role: Creative & Art Direction
Copy: Ben Salsky