Digital 1: When you open Snapchat, the app will use geolocation to locate the closest McDonald's to you, creating their signature arch to guide you there. Digital 2: People in the bar bathroom will go to take a mirror selfie and their phone will automatically scan the QR at the bottom of the mirror giving them the option to open Snapchat to view the Snapchat filter.
Description
For this integrated campaign, the problem was to use the McDonald's arches to communicate a message. With a target audience of 21-28-year-olds, we used the insight that people often visit quick-service restaurants after a late night out. We decided to use the McDonald's arches as the consumers' path to the end of their night, guiding people (literally) to ending their night right with McDonald's.
This student campaign titled 'The Path to the End of Your Night' was published in United States in December, 2023. It was created for the brand: McDonald's, by ad school: S.I. Newhouse School of Public Communications. This Digital, OOH Outdoor, and Print media campaign is related to the Food industry and contains 2 media assets. It was submitted over 1 year ago.
Credits
School: S.I. Newhouse School of Public Communications, Syracuse, NY, USA
Art Directors: Marlana Bianchi & Lara Molinari
Copywriters: Brooke Hirsch
Instructor: Mel White
