Last summer, we invited fans to join in on the biggest birthday party at McD’s… all while driving engagement, app registrations and sales of Grimace’s bday meal & shake.
We let our big, furry purple pal hack our emails and send out his own party invites and follow-ups.
We segmented audiences and communications based on Grimace and food affinities, all while ensuring inclusivity within the multicultural youth segment by representing different birthday customs and traditions across digital media—driving traffic to a purple’d out McDonald’s app experience.
On top of record breaking click-thru rates for email and push notification, Grimace fans jetted from their inbox to social media with screenshots to share them, leading to McDonald’s most viral emails ever.
We even infiltrated the iconic purple “Roku City” with a McD’s party. The Grimace Hug Snapchat Lens had the highest share rate of any McDonald’s lens ever as well as the highest among all brands on Snapchat during the campaign.
Overall, the 1.6MM+ lift in Guest Counts driven from Publicis One activities resulted in the highest sales for campaign without a celebrity and outperformed projections in app registrations, birthday capture and engagement.
🏆 Awards & Recognition 🏆
2024 Effie – Gold
2024 AdAge – Best Brand Launch