How do you help an iconic brand reach some of the most jaded consumers in the world? That was the problem that McDonalds faced when launching their new All Day Breakfast menu in New York. Creating a campaign that could successfully interupt busy New Yorkers in their day, deliver a message and make a positive impression.
The solution was a series of experiential campaigns designed to engage people via play, and provide valuable offers and promotions (gift cards and free coffee!).
STRATEGY: Use experiential marketing to raise awareness for McDonald's launch of their All Day Breakfast menu.
TACTICS: EMC employed the use wrapped vehicles, brand ambassadors and coffee jet packs to be in the New York market and surrounding boroughs to hand out branded materials, take pictures and in general raise spirits about the launch of McDonald's All Day Breakfast menu.
RESULTS: McDonald's successfully launched their All Day Breakfast campaign with a boost from the wrapped vehicles and brand ambassadors in the New York market. The continued branded advertising has helped maintain awareness of the menu and drive people to stores.