McDonald's: Lovin' the Super Bowl

This case study describes a Super Bowl campaign from McDonald's in the US based around love: when, instead of showing antagonism, the brand tweeted its appreciation for its rivals' Super Bowl ads.

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...

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