Results and Effectiveness

Our campaign integrated new and traditional media, bringing media to a new level of engagement and innovation It achieved a) Overall 49% increase in total Beef UTCs. b) Gained 12.9% growth in sales compared to same period in 2009. Source: McDonald’s sales data a. Gained over 32,700 fans in QPC Fan Page on Facebook, 4 times higher than projection. b. Over 9,000 votes were cast in 3 weeks with 65% of fans voting for BEEFY. c. 99% of comments said great things about the QPC. d. Brought Facebook onto the streets! Literally in your face. Source: Facebook

Creative Execution

Strategy: Putting the best of social media’s viral-ness and popularity together with outdoor’s ability to geo-target at critical mass, we converged digital and outdoor, allowing our debate phenomenon to be spread speedily and widely Streetification – Nationalizing our results live in the streets from Facebook - Worked with vendors to create a first ever program that would enable Live streaming of our “Beef Rules” or “Cheese Rocks” voting numbers from Facebook onto the 12-sheet posters. - Voting results were updated Live every 15s onto our outdoor posters across Orchard, top shopping belt and CBD, giving us national awareness of the debate. - A true showcase of our on-going live national debate to our consumers Supporting our awareness within critical mass - Network of strategic core city and CBD placements supported our drive to Facebook for votes and call-for-trial

Insights, Strategy and the Idea

Consumers are spoilt for choices when choosing beef burgers. Other than our iconic Big Mac, competitors each have their own beef forte – Burger King’s Whopper and Carl’s Junior Beef range. We need to build our beef equity and achieve a) 30% increase in total beef UTC. b) increase overall sales by 10% over same period in 2009 c) To gain at least 8,000 fans and garner minimally 3,000 votes on Facebook d) To make social media come alive Our audience are: Beef burger consumers seeking quality beef burger experience to satisfy cravings. They believe cheese is key to complement a juicy beef burger. Given islandwide connectivity, local news phenomenon is picked up speedily and spreads to a national talking point overnight Idea: Create a nationwide social media debate that can leverage on Outdoor’s mass reach to generate higher talkability. The “Beef Rules” or “Cheese Rocks” National Debate