Shameless promo for my team:
There are people who like burgers. There are people who like balloons. McDonald’s Canada has launched a campaign to bring these people together for a hearty exercise in Facebook-based democracy.
McDonald’s new online effort asks consumers to login to the Social Network and vote for their favourite McD’s burger–Big Mac or Quarter Pounder with Cheese–between now and July 28.
The vote results are reflected in real-time with two gigantic helium balloons in the shape of each meat treat, floating high above the longitudinal centre of Canada: Landmark, Man. The burger with the most votes flies higher and users can monitor the campaign’s progress via live webcam.
“We wanted to re-ignite the passion in Big Mac and QPC enthusiasts, reminding them what they love about their favourite burger while creating interest with new consumers,” said Hope Bagozzi, director, national marketing, McDonald’s Restaurants of Canada. “The intent is to celebrate both products as they each have their claim to fame. We want to find out which group of passionate fans will be able to rally their troops and get the vote out in favour of Team Big Mac or Team QPC. What better way to illustrate a debate of this magnitude than with giant, oversized burger balloons?”
By late Tuesday morning, there had been more than 28,400 votes cast, with the Big Mac ahead by about 2,600 votes. The McDonald’s Canada Facebook page has 72,203 fans.
While this campaign, from McDonald’s Canadian agency Cossette and its digital arm Fjord, will live only online, it is part of a larger campaign to highlight some of McD’s more traditional products that includes TV, radio and outdoor. On Monday, the company unveiled a new outdoor effort in Toronto showing how messy a Big Mac could be by draping over-sized pickles and shreds of lettuce over a car beneath the billboard which includes a closeup of a Big Mac with the headline: “Worth the mess.”
Eric Lifson is an Account Coordinator at Cossette Communications on the National McDonald’s account.
He holds an Honours degree in Communications Studies from York University and is a graduate of the Creative Advertising program at Seneca College.
He is passionate about his work and is constantly digging up the latest in advertising, marketing and digital/interactive media. Enjoy!
2 Comments, Comment or Ping
Nice article, Just forwarded this on to a coworker who read up on this and she took me to dinner after I gave her this blog. So, Thanks!!
July 25th, 2010
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