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McDonald's
Szechuan Sauce Returns

RAN IN: United States

CLIENT
McDonald's

Morgan Flatley, Chief Marketing Officer
Paul Matson, Director, Social Engagement & Customer Experience
Joe Piaskowy, Manager, Digital Engagement, Social Newsroom and Campaigns 

AGENCY
We Are Unlimited *Lead Agency

Toygar Bazarkaya, Chief Creative Officer
Denis Budniewski, Chief Delivery Officer
Jon Morgan, Creative Director
Vic Sanchez, Creative Director
Emily Luiz, Senior Social Strategist
Nora FioRito, Account Supervisor


Golin *Lead Agency

Mike D’Amico, Group Creative Director, SVP


SUMMARY

It had been a tough year for McDonald’s on Twitter. Having been the receiving end of countless jabs on the platform, we needed to turn the tide. After being called out by cartoon hit, Rick and Morty, to bring back a 20-year-retired product, we took a leap of faith. Operating on a slim production budget, with no paid media support, we built a social-only plan to bring back Szechuan Sauce. Within hours and without one dollar spent on media, we created the best performing organic content in McDonald’s history.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Other (Interactive/Online);PR;SOCIAL MEDIA

Audience: Young Men (20-35)

Objectives: Drive social engagement

Type: Business to Consumer

Classification: Multinational

Language: English