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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

McDonald’s: The Social Renaissance

Finalist in Online Community

Entered in Twitter Presence

Objective

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

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.

Results

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.

Media

Produced by

Wieden+Kennedy New York, McDonald’s

Links

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!