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Agency Network: 
Published/Aired: 
December 2017

Description

The coffee category is a $34B industry, and McCafé was losing share. With a new line of products, new espresso machines and high-quality coffee beans, McCafé had all the elements to bring it back to the prominence it deserved. We decided to lean into what consumers had to say about their need for coffee, “Don’t even think about talking to me until I’ve had my coffee.”

And because nothing comes before coffee, even in augmented reality, McCafé partnered with Snapchat to create a unique experience that satisfies people’s (and their Bitmoji’s) need for a quality cup of coffee. Users were able to use both the front-facing camera AND the world-facing camera to give their animated Bitmoji a McCafé pick me up.

Not only was McCafé the first brand to be integrated into the new animated Bitmoji feature on Snapchat, but the average playtime for the Lens was 18.96 seconds - the most successful lens that quarter. And when reaching consumers in store via Snapcodes, playtime averaged 35 seconds and 13.33% engagement rate overall. Because really, nothing comes before coffee. Even your Bitmoji agrees.

Digital advertisement created by We Are Unlimited, United States for McDonald's McCafe, within the category: Food.

Holding Company: Omnicom Group
Production Company: Snapchat
Entrant Company: We Are Unlimited
Media Agency: OMD
Performance Marketing Agency: Resolution Media
Chief Marketing Officer: Morgan Flatley / McDonalds
Director, Marketing & Customer Experience: Paul Matson / McDonalds
Director, Brand Marketing & Digital Strategy: Akash Pathak / McDonalds
Manager, Digital Campaigns and Content: Emily Charon / McDonalds
Manager, Brand Content: Jacqueline Bruzek / McDonalds
Chief Creative Officer: Ari Weiss / DDB North America
Chief Creative Officer: Toygar Bazarkaya / We Are Unlimited
Executive Creative Director: Max Geraldo / We Are Unlimited
Creative Directors: Brandon Crockett, Bruno Guimarães / We Are Unlimited
Copywriter: Amari Linton / We Are Unlimited
Art Director: Kristin Walters / We Are Unlimited
Group Business Director: Melanie Behling / We Are Unlimited
Account Director: Sarah Stahurski / We Are Unlimited
Associate Account Executive: Mallory McDonald / We Are Unlimited
SVP, Partners & Platforms: Justin Hood / We Are Unlimited
Senior Social Strategist: Becca Toth / We Are Unlimited
Digital Group Account Director: Erin Kienast / OMD
Associate Director: Samantha Lev / OMD
Associate Director, Social Media: Eric Dornbrook / Resolution Media
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i_i's picture

cute

i_i
Activity Score 328
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