The Brief

Increase the average guest check of McDonald’s customers by 5%. And get millennials inside the store to actually interact with each other, rather than fiddle with their phones.

Describe how the promotion developed from concept to implementation

We created the first ever Analog Store. And sold special bundle meals for four to bring people together. It was also the first time we packaged together the premium burgers at a discounted price. Aside from the meals, we took what people loved in the digital world and made them real. People wrote status updates by hand, posed inside larger-than-life Instagram frames, and live singers performed from an analog playlist. All while enjoying their meals inside McDonald’s.

Describe the success of the promotion with both client and consumer including some quantifiable results

Meal sales hit 158% of target just two months after launch. While the average guest check also reached target by 142%. People also shifted from mid-sized burgers to buying premium burgers, without cannibalizing sales.

Explain why the method of promotion was most relevant to the product or service

Telling milliennials to disconnect from the internet would be an impossible undertaking. And simply offering them a bundle meal wouldn’t be perceived as anything new. So instead, we created the Analog Store. We had larger-than-life executions of Instagram frames, a photo wall, status updates, instant messaging, and even an analog music playlist. All activities they could enjoy together while sharing the food. This was a creative way to keep them from constantly posting and checking on their social media accounts.