McDonald’s Best Burger
Immersive Experience
McDonald’s launches a brand experience FIRST
McDonald’s sought to create an impactful mic-drop moment to effectively communicate and celebrate their newly enhanced core beef burger range, as part of their exciting ‘Best Burger’ campaign. In collaboration with Seen Presents and Outernet, we collectively decided that hosting a fully immersive experience in the center of London was the optimal strategy to achieve this goal.
Our teams worked closely together to deliver McDonald’s inaugural 360° immersive experience; a remarkable 2-day spectacular that catered to both VIPs and members of the public. The experience engaged all five senses and guided attendees on a one-of-a-kind journey through the significant changes made to the core McDonald’s beef burger.
This particular activation stood out as one of my most significant career milestones, especially since McDonald’s was my major client at the time and the brand was proudly celebrating its 50th anniversary. I was fully aware of the crucial importance of the success of this campaign for both the brand and our collaborative efforts. With 233 pieces of editorial coverage, 16 million opportunities to see and 3 million views of the content… It’s safe to say that we exceeded our expectations.
Role: Head of Design
Client: McDonald’s
Date: 2024
McDonald’s combines that rare quality as a brand that is established and iconic but at the same innovates constantly. This campaign reflects that in such an impactful way - it’s fun, uses the Outernet digital canvas to maximum effect and is a partnership we are so very proud to have.
Philip O’Ferrall, President & CEO of Outernet Global
The launch of the Best Burger campaign in the brand’s 50th year in the UK was the perfect opportunity to create a truly unique and unforgettable brand experience. Our most generous activation yet allows the public to not only take part in the exclusive 360-experience free of charge, but to collect 2500 points to redeem at a restaurant of their choice to try one of our enhanced burgers for themselves.
Louise Page, Head of consumer communications and partnerships at McDonald’s UK
