NAME IT BURGER CAMPAIGN

TitleNAME IT BURGER CAMPAIGN
BrandMcDONALD'S JAPAN
Product / ServiceHAMBURGER CHAIN
CategoryE06. Co-Creation & User Generated Content
EntrantDENTSU 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

Credits

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

The Campaign

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.

Creative Execution

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.

Links

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