McDonald’s launches global imlovinit24 campaign, which will see 24 gifts of joy, over 24 hours, on March 24, in 24 cities around the world
McDonald’s fans in New Zealand today got a big surprise when they opened their Big Mac burger boxes. Lucky customers at McDonald’s Lunn Ave, in Mt Wellington, became the first in the world to have the iconic burger say quirky comments, sing songs and make funny sound effects.
It was the first part of a global initiative, known as imlovinit24, which will see 24 gifts of joy, over 24 hours, on March 24, in 24 cities around the world. Through imlovinit24 – a collaboration of McDonald’s roster agencies – including TBWA, OMD, Leo Burnett, DDB, Cossette and Ruder Finn – McDonald’s aims to bring the world together virtually, illustrating what the brand does every day – serving joy to millions of people.
Australia kicked off the initiative, the first of its type for McDonald’s, with a giant “Playland style” ball pit shaped like a cup of coffee in Sydney, giving away a free morning coffee to all participants.
As the day rolls on fun and creative ideas will come to life in countries across the world, including a pajama party in Italy, where customers in pajamas receive free breakfast for 24 days; an ice coupon contest in Brazil, in which customers must redeem their coupon at a nearby McDonald’s before it melts; and special drive-thrus in the Philippines, Denmark and Vietnam.
The world-wide initiative will end in the US with a free concert from global R&B singer Ne-Yo, who will sing a “Lovin'” anthem composed of crowd-sourced lyrics from fans. imlovinit24 will unfold throughout the 24-hour period on imlovinit.com, where customers around the world can digitally experience events in other global cities.
The unique Big Mac packaging was designed and made specifically for this initiative, including a bespoke sound device and a range of audio effects. McDonald’s New Zealand invited Big Mac fans to attend the event via its Facebook page, and footage will be integrated into a video showing imlovinit24 come to life around the world.
Says Matt Biespiel, Senior Director, Global Brand Development, McDonald’s Corporation: “At McDonald’s, the customer experience is the focus of everything we do. Today, through imlovinit24, we’re focusing on the fun of our brand and uniting and engaging with our customers in something truly positive: sharing 24 moments of joy to millions of people around the world in 24 hours.”
More #imlovinit24 content will be shared throughout the next 24 hours – go to imlovinit24.com
The Australian leg was handled by Leo Burnett, Sydney:
Leo Burnett, Sydney
Mark Tutssel – Global Chief Creative Officer
Andy DiLallo – Chief Creative Officer
Guy Futcher – Creative Director
Brendan Donnelly – Creative Director
Iggy Rodriguez – Creative
Justin Carew – Creative
Amanda Quested – Client Services Director
Neil Duncan – Business Director
Adrian Jung – Executive Producer
OMD
Roisin Thanisch – Interactive Director
Debbie Ferris – Account Director
Thomas Hutley – Head of Word
Jacinta Manivong – Social Community Manager
Chantal Penning – Senior Digital Planner/Buyer
Mango – PR
Habitat – Activation
Brightworks – Content
McDonald’s
Mark Lollback – Chief Marketing Officer
Bronwyn Powell – Senior Director of Marketing
Mark Wheeler – Director of Digital
Jo Feeney – National Marketing Manager
Skye Oxenham – Senior Corporate Communications Manaer
Rachel Mialkowski – Senior Brand Manager
Sheerien Salindera – Digital Marketing Manager
13 Comments
imlame24
Cool, creatives in the ads again.
Must be a hit with the public.
Exactly the sort of engagement bollocks that will do nothing to arrest Macca’s sales slide, whilst making for a nifty case history.
Some of those ideas on their own are fricken awesome (Ice coupons – genius!). Putting them together? Around the world? Very cool.
Hey negativo dudes Fly, Word and Not lovin it. When was the last time you got to make cool shit that’s fun for a brand? Good on these guys for getting this through and actually producing something that is fun to make. We should be high-fiving one another not being so cynical. You guys know how hard it is to make anything these days. Go buy a McHappy meal and see if that cheers you up. Well done on the work guys!
It’s amazing how far Iggy has come.
He’s the only one that started at Launch Pad and has actually gone on to be successful.
Everyone else that did it either left the industry or became washed-up Mac ops.
Kudos to you Iggy 🙂
Having just seen him jump into a giant bowl of fake cereal, in an effort to convince a panel of strangers to give him a small metallic lion, I’m inclined to think the successful Launch Pad people were the ones who left the industry.
Creative director of the Milky Way and then some, you might want to check your facts. Yes, Iggy’s certainly done very well for himself. But there’s actually a bunch of AWARD Schoolers that graduated the same year Iggy did that are currently enjoying exceptional careers across the globe.
I still like Iggy though.
@Hola – comment of the year. Thank you.
Whoa! Jeez mate, calm down.
“I still like Iggy though”
I’m trying to praise a great talent and you backhand him like that?
Where do you get off treating people in this way? What did he ever do to you?
What a childish, disgusting way to behave.
Unbelievable.
Why is this campaign about Iggy? I’m sure he wouldn’t appreciate it.
Did I miss something?
It’s the way Iggy would want it. It’s his favourite subject.