McDonald's asked for 2M app downloads during the month of July.
We created Camp McDonald's, a world of exclusives from merch drops to deals to concerts, all in the McDonald's app.
A concert each week Sunday in the McDonald's app:
with a camp world tailored for each artist:
Merch collabs every Thursday with MA®KET, Free & Easy, Kid Cudi, and even a skincare kit with innisfree.
and the release of the almighty Grimace Float... which crashed the website out of popularity
There were ~150 unique assets for this campaign. Here's a select few:
People made fan art, ripped off merch, and made jokes on social:
and we got some earned media:
And it worked! We got 1.99 million people to download the McDonald's app in one month.
Art Director: Jane Kang
Designer: Liam Hamill
Producer: Molly McLafferty
Director, Animation: Jack Brown
Director, Live Action: Emil Nava
Director, Social Media: Chloe Hughes
Editor: Chancler Haynes
Social Editors: Edward Schroer, Rich Gonzalez
Sound Designer: Mike Vitacco
Live Action: Ammolite Studios
Edit: Cosmo Street
Sound: Heard City
VFX: The Mill
Made at Wieden + Kennedy NY