McDonald's: Lovin' the Super Bowl
Erin Wong
Campaign details
Brand: McDonald's Brand owner: McDonald'sLead agency: DDB Chicago, The Marketing Store ChicagoContributing agencies: Golin Harris, OMD MediaCountry: United StatesIndustry: Restaurants & takeawaysChannels used: Social mediaMedia budget: 500k - 1 million
Executive Summary
Changing negative sentiment in social media is no easy feat. And when you're a brand like McDonald's, it's even more challenging.
Though McDonald's had launched a brand campaign establishing a new belief system that a little lovin' can change a lot, we knew we...