McDonald’s
Harnessing YouTube, Flickr and blogs to promote its Piccadilly Circus sign
The brief:
In spring 2009 McDonald’s launched a new interactive sign at Piccadilly Circus – by standing in front passers-by look like they’re wearing a hat, blowing out candles or have steam coming out of their ears. We were asked to generate grassroots awareness and build a community of fans.
What we did:
Shiny Red identified and talked to online influencers across marketing, trendspotting and local London opinion-formers, with tailored information. Bloggers and fan groups were directed to watch a YouTube video or visit a Flickr group that we created for people to upload their own photos.
Results:
The story appeared on 45 blogs generating more than 80,000 video views within weeks. Around 10% of views came as a result of the link being shared on Facebook and Twitter.
The Flickr group contains over 150 photos of members of the public interacting with the sign, and the sign has a growing number of fans on its purpose built Facebook page.
