Timing:
21.12.2009- 24.01.2009
Communication Objective:
Raise awareness of McDonald's new seared chicken range
Solution:
An Impulse Response campaign giving viewers the opportunity to let McDonald's know which chicken they preferred - 'seared' or 'crispy' - to go into the draw to win $10,000
Results:
One of the most successful Interactive Advertising competition run in Australia
22,849 entries
Quotes:
"Through its' ability to empower viewers, the McDonald's iAd delivered a deep connection with consumers, providing an engaging platform to reinforce our theme of Chicken Choice. This activity was one of the key drivers in delivering an outstanding result for the overall Chicken campaign"
- Toby Dewar - McDonald's National Media & Sponsorship Manager
"This was the first iAd campaign for McDonald's which was identified as part of a multi media approach to engage our audience at a fragmented time of year. The mechanic of asking viewers to vote on their choice of Crispy vs Seared delivered the communication message that McDonald's now gave consumers the choice between a Crispy and Seared Chicken range"
- Leisa Wood, National Account Director OMD
"Fantastic promotional result. The campaign strategically engaged our core P16-39 demographic, demonstrated the range and built an awareness platform in which other media feed off to generate an effective cross platform integrated campaign"
- Stefan Boden - Senior TV Trader OMD