Campaign details
Brand: McDonald'sBrand owner: McDonald'sEntrant company: Wieden & Kennedy New YorkIdea creation: Wieden & Kennedy New YorkMarket: USASector: Restaurants & takeawaysMedia channels: Merchandise & free gifts, Online display, Online video, Public relations, Radio & audio, Social media, Television & Connected TVBudget: 10 - 20 million
Executive summary
McDonald's in the US had lost touch with young and multicultural audiences that are the future of the category (any category), and it needed a way back in. Entertainment partnerships can fast-track cultural credibility but risk the brand looking desperate....