Title | NAME IT BURGER CAMPAIGN |
Brand | McDONALD'S JAPAN |
Product / Service | HAMBURGER CHAIN |
Category | E06. Co-Creation & User Generated Content |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Idea Creation 2 | BEACON COMMUNICATIONS Tokyo, JAPAN |
PR | DENTSU INC. Tokyo, JAPAN |
Production | BEACON COMMUNICATIONS Tokyo, JAPAN |
Production 2 | GEEK PICTURES Tokyo, JAPAN |
Production 3 | ONOFF Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Ron Smith | Beacon/Leo Burnett Tokyo | do Executive Creative Director |
Yasuji Katsuta | DENTSU INC. | Group Creative Director |
Tomosuke Furukawa | Beacon/Leo Burnett Tokyo | Creative Director |
Kazuma Shimokura | DENTSU INC. | Copywriter |
Kentaro Suda | DENTSU INC. | Digital Creative Director |
Kazunori Kawagoshi | DENTSU INC. | Copywriter |
Hiromi Uzaki | DENTSU INC. | Art Director |
Satoshi Kohno | DENTSU INC. | Art Director |
Maki Ohba | DENTSU INC. | Copywriter |
Yoichi Inamura | Beacon/Leo Burnett Tokyo | Art Director |
Natsuko Tatejima | Beacon/Leo Burnett Tokyo | Designer |
Keitaro Koga | Beacon/Leo Burnett Tokyo | Designer |
Kazuhiko Fuchioka | DENTSU INC. | Communication Director |
Takamitsu Kuwano | DENTSU INC. | Promotion Planner |
Yuya Koyama | Dentsu Tec | Digital Planner |
Tomoya Oka | Dentsu PR | PR Planner |
Maiko Yamaguchi | Dentsu Creative Force | Agency Producer |
Hiroki Mashima | Beacon/Leo Burnett Tokyo | Agency Producer |
Masaki Kanehira | Geek Pictures | Chief Producer |
Yoko Nishizawa | Geek Pictures | Production Manager |
Koichiro Tsujikawa | GLASSLOFT | Director |
Yoshinobu Yoshida | GLASSLOFT | Director of Photography |
Hidekazu Fujii | Onoff | Producer |
Naomi Imon | Onoff | Web Designer |
Greg Jones | Beacon/Leo Burnett Tokyo | Group Business Director |
Eisuke Tsujisaki | DENTSU INC. | Account Director |
Takayuki Imai | Beacon/Leo Burnett Tokyo | Account Director |
Jumpei Kyogoku | DENTSU INC. | Account Executive |
Chiaki Maehara | Beacon/Leo Burnett Tokyo | Account Executive |
Sawako Nakahara | DENTSU INC. | Account Executive |
A new burger with a long name listing the tastiness of the burger was launch. Since it was a long name, McDonald’s asked customers to give it a shorter name that described the great taste.
The campaign started with a secret event to influencers and presale at limited stores to draw initial attention. Used a celebrity comedian who has amazing ability to improvise comments. He became a personality of this campaign to spread a news over TVC, web movie, web banners, OOH, social media and stores. He motivated customers to come up with interesting and tasty names. As below-the-line promotions, in-store naming promotion and crew tweet (McD crew to tweet their own naming ideas on SNS) were carried out.
There were over 5,016,926 entries within the two-week submission which recorded the highest number of entries ever seen before in Japan. (Survey by Koubo Guide Company) Media ad conversion was over 700 million dollars. Campaign site page view hit 21,956,193 within 2 weeks of the entry period. Sales peaked twice during product launch and new name announcement period which never seen in the usual campaign. Same-store sales increased 29.4% year-on-year during the campaign. Customers increased by 13.7% year-on-year during the campaign. Followers of the official Twitter account increased by over 160,000 people during the campaign. Reactions to the new name announcement made on the official twitter account reached over 130,000 tweets in 1day. The news quickly spread nationwide and was picked up by influential TV programs and internet news, evolving into a movement as celebrities joined in. It became a phenomenon in Japan as people posted names on social media.
Target: 20-39 Adovocates and Lapsed. Used to really love McDonald's, but recently seldom visit the restaurant. It is because they cannot feel passion and energy which McD used to have. Set up KPI in each ad placement and created strategic media planning based on target's behavior.Approach was to deliver buzz-creating topics continuously during the 4-week campaign period leading people to share information on social media, driving them to try the product, and increasing sales.