TWISTER FRIES

TitleTWISTER FRIES
ClientGOLDEN ARCHES DEVELOPMENT CORPORATION
Product / ServiceMcDONALD'S TWISTER FRIES
CategoryA05. Best Launch or Re-Launch
EntrantLEO BURNETT MANILA, THE PHILIPPINES
Entrant Company LEO BURNETT MANILA, THE PHILIPPINES
Advertising Agency LEO BURNETT MANILA, THE PHILIPPINES

The Campaign

McDonald’s was re-launching Twister Fries, a limited time offer. The product already has a following, as it is normally launched as a limited time offer every few years. The goal was to create excitement over its comeback. We did this by telling the public that it was only going to be available for three weeks. We got celebrities to tweet about its comeback, and harped on its short run by creating the “Twister Time” app, where users had to recite a tongue twister within ten seconds. Within the first week of its launch, fans demanded for a Twister Fries extension. So after three weeks, we announced that we were “extending” its sale for another three weeks. The campaign had an online reach of more than three million, and McDonald’s met more than 100% of its targets.

The Brief

The goal was to create excitement amongst young working adults. This group was already familiar with the Twister Fries, as it was a product that McDonald’s released as a limited time offer every few years. and sell as many Twister Fries as possible.

Results

Twister Time received more than 12,000 entries, and people were clamoring for a Twister Fries extension within the first week. So, by the end of the three-week run, we announced that we were extending its sale for three more weeks. The hashtag Twister Fries became the fifth global trending hashtag. There were 10,400 user-generated photos with #twisterfries shared on instagram and twitter. McDonald’s Philippines gained 11,000 new followers on Twitter, and got more than 50,000 “likes”, and 7,000 “shares” on all Twister Fries-related posts on Facebook.

Execution

Announcement posts and photos were released on Facebook and Twitter, and fans shared these on their own walls, using the hashtag #TwisterFries. We Twister Time, an app that asked participants to recite a Twister Fries tongue twister within ten seconds. Celebrities tweeted about the return of the Twister Fries, and posted photos of their Twister Fries meals on Twitter and Instagram.

The Situation

McDonald’s was once again launching Twister Fries, a twisty, limited-time offer—it was only going to be available for six weeks. This was to be done all via digital efforts.

The Strategy

Since it was a limited-time offer, the agency worked on the insight that “everything is sweeter on borrowed time.” So, the public was told that Twister Fries was only going to be available for THREE weeks.

Credits

Name Company Position
Visual Hub Production House
Soundesign Audio Company
Tria Sordan/Cha Salamat Leo Burnett Manila Account Executives
Maik Alturas Leo Burnett Manila Account Management Manager
Goldan Roldan/Donny Dingcong Leo Burnett Manila Account Management Director
Lady Cajanding Leo Burnett Manila Producers
Dino Cabrera/Ronie T. Villanueva/Migs A. Francisco/Am Valdez/Fritz Valientes Leo Burnett Manila Art Directors
Raoul Panes/Maui Reyes Leo Burnett Manila Copywriters
Dino Cabrera Leo Burnett Manila Creative Director
Raoul Panes Leo Burnett Manila Chief Creative Director