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Special Project

Special Project
From the 13th Annual Shorty Awards

McDonald’s: The Social Renaissance

Finalist in Online Community

Entered in Twitter Presence


McDonald’s ambition for 2020 was to rethink how both the company and the fans think about social, but also we act and speak on social as well. We set out to speak to true fans of the brand and have our community manager be the ultimate super fan and brand champion. If we nailed that, everything intrinsic like follower count, engagement etc. would take care of itself. 

Strategy and Execution

The beauty of McDonald’s Twitter is that it is personable, relatable and coming from the voice of a super fan. So when the community manager speaks it’s representative of all McDonald's fans. Our overall social strategy is to tap into the many fan truths that make McDonald’s unique.

Because everyone has a McDonald's story, no matter who you are or where you come from.


When looking at just three of our most popular tweets: (McRib, Can I Get Uhhh, Monolith)

These purely organic posts garnered upwards of 41k retweets, 8k quote tweets, and 240.7k likes - inviting other popular brand channels like Instagram, Xbox, Oreo, Sprite and more to engage with us on the platform.

The McDonald’s monolith tweet had the most engagement for the month of December and 4th overall of the year. Resulting in 9,503 retweets, 2,067 quote tweets and 103.6k likes. Not to mention, taking on a life of its own by showing up on meme accounts and cultural websites like Hypebeast.


Entrant Company / Organization Name

Wieden+Kennedy New York, McDonald’s