McDonald's: #MecSaysHiToJunimea

McDonald's, a fast food brand, launched a campaign in Romania to engage with a closed Facebook group trolling its corporate page by adopting the group's language.

Campaign details

Advertiser: McDonald's RomaniaAgency: Tribal Worldwide Romania

The Context

The "#MecSaysHiToJunimea" campaign was born as an agency initiative, being a unique opportunity for McDonald's to communicate with the young target. The focus of the campaign was the "Junimea" group, an invite only Facebook group, activating in Dark Social, that in August 2015, was counting 55,000 members. Its main goal was to bring Romanian teenagers and youngsters together, more specifically, those who are interested in humor and creativity. Junimea facilitates the freedom of expression, promoting and giving credit to Original content creators. As the group description states,...

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