Objectives

McDonald’s came to Viacom to help drive in-store McDonald’s breakfast purchases during key breakfast windows and wake up breakfast.

Strategy and Execution

Throughout the month of May 2019, Viacom reminded fans that “it’s time to wake up breakfast, with McDonald’s” through a seamlessly integrated four-network convergent campaign across BET, Comedy Central, MTV and VH1 that spanned the month of May. Each week Viacom, fan-favorite talent and social influencers reinforced this message across all platforms (linear, digital + social) in addition ancillary content that was pushed out across – Facebook, Twitter, Instagram, Snapchat + YouTube. Each week fans were prompted to use a custom hashtag per network on social for a chance to win a custom “Morning Eggsentials Kit” filled with Viacom branded breakfast themed items and a McDonald’s Be Our Guest coupon for fans to pick up their own hot, fresh breakfast in-store.

In select McDonald’s key markets, our delivery fulfillment partner Fooji delivered + distributed the Morning Eggsentials Kits + McDonald’s BOG coupons on each Friday of the campaign to fans. We distributed 500 kits per network in key markets, totaling 2,000 kits. For fans who participated but didn’t win a kit, they were sent a McDonald’s BOG coupons (totaling 5,000 coupons nationwide) so everyone was a winner!

Results

The campaign was a tremendous success, we delivered over 52M impressions across linear, digital and social platforms. We had a total of 59x social posts from the network & talent supporting the program. Fans not only had  positive reactions to the custom content creation cross platform, but responded very well to the custom FOOJI partnership that we paired with our program as well. Due to the scale & size of the program we were able to conduct a custom research effectiveness study that let us dive into our audience even further.

Results:

• 25.3K fans participated for the chance to win a Morning Eggsentials Kit curated by network, and 6,935 fans won their very own Morning Eggsentials Kit delivered straight to their door all across the US
• More than 9 in 10 viewers had a higher opinion of McDonald’s because of this sponsorship – nearly all viewers reported feeling better about McDonald’s as a result of the campaign
• 89% of people exposed to the campaign visited a McDonald’s weeks after exposure  

Fan Sentiment:

“I’ve had McDonald’s breakfast three times since seeing this!”

“The only ad I’ll ever need”

“So luxurious… and now I’m Hungry! I know what I’m getting for breakfast tomorrow”

“I got McDonald’s today because of you”

Media