During the 2020 Super Bowl, McDonald’s created a fun 30-second spot that showed the orders of celebrities such as Kim Kardashian and Millie Bobby Brown, and fictional characters such as Dracula and Marty McFly. Over the next two years, this spot would grow into a brand platform that would see the world’s biggest fast food chain collaborating with Travis Scott, J Balvin, Saweetie, BTS and Mariah Carey to give fans a taste of what they all order at McDonald’s.
Speaking at Most Contagious to editor at large Katrina Stirton Dodd, Anastassios Tsitsopoulos, strategy director at Wieden+Kennedy, New York, and McDonald’s marketing VP Jennifer Healan reveal how they engaged with millennials and Gen Z to help a 65-year-old brand rediscover its voice and balance long-term brand-building with short-term sales. Also hear about how crucial it is to choose the right celebrity partners, the importance of developing long-term platform ideas and why power sharing equity with influencers is key.
