Drive traffic to designated local McDonald's restaurant locations during new Late Night hours
Introduce McDonald's new product offerings
Create a bond between the brand, the local nightlife scene and young urban adults
Strategy
Voice Media created a late night campaign around local bars/venues
Venues selected were located in high traffic areas and catered to a young urban demo matching McD’s demographic target
The Teams helped drive traffic to select McDonald’s by distributing coupons offering late night discounts and educating consumers about McDs new product offerings and hours
A custom print campaign running in the newsweekly simultaneously promoted Late Night hour venue locations and Late Night street team promotional activity
Results
50 venues participated in the McDonald’s Late Night campaign
Over 40,000 coupons were distributed throughout each 8 week campaign
6,000 McDonald’s premiums were given away
McDonalds received valuable consumer feedback regarding their new menu offerings
Program renewed multiple times due to overwhelming success
