For its latest campaign, McDonald’s seems to have taken inspiration from the the nursery rhyme ‘Sing a song of six pence‘. But rather than having “four and twenty blackbirds baked in a pie” singing to a king, it has instead added a touch of music to its Big Mac boxes.
Yesterday, as selected McDonald’s customers in Auckland opened their Big Mac boxes, they were blasted by song straight from the burger’s container.
The singing boxes were part of McDonald’s global ‘imlovinit24’ initiative, which sought to share 24 moments of joy to millions in 24 hours, and customers at Lunn Avnue’s McDonald’s in Mt Wellington who were the first to be serenaded by Big Mac burger boxes through songs, quirky comments and funny sound effects, according to a McDonald’s release (the local leg of the campaign was executed by DDB, Fuse and OMD).
The Big Mac packaging was designed using 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 from the event will be integrated into a video showing imlovinit24 come to life around the world, according to the release.
“We thought this would be a fun way to surprise and delight our customers and bring a little bit of joy to their day and add to their McDonald’s experience,” said McDonald’s New Zealand marketing director Chris Brown in a release.
The initiative was kicked off by our Aussie neighbours yesterday with a giant ‘Playland-styled’ ball pit shaped like a coffee cup in Sydney, giving away a free morning coffee to all participants.
— McDonald’s Australia (@maccas) March 24, 2015
As the day went on, creative ideas came to life in countries all over 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.”
— McDonald’s (@McDonaldsCorp) March 24, 2015
The global initiave finished in the US with a free concert from R&B singer Ne-Yo who will sing a ‘Lovin’ anthem composed of crowd-sourced lyrics from fans.
The unfolding of the campaign across time-zones has been tracked on the imlovingit.com website, where customers around the the world can digitally experience events in other cities.
Credits for New Zealand part of campaign:
DDB – Project lead, responsible for the overall digital strategy, running the project and producing the global video content
Fuse – responsible for the social strategy and social content production
OMD – responsible for media and pushing out all content captured
Executive Creative Director: Shane Bradnick
Digital Creative Director: Haydn Kerr
Art Director: Zac Lancaster
Copy Writer: Tom Cunliffe
Executive Producer: Judy Thompson
Agency Producer: Celia Rowe
Group Account Director: Zoe Alden
Account Director: Carly Pratt
Account Manager: Demi Nielsen
Digital Strategist: Parker Mason
Lead Technologist: Cameron Crosby
Liz Knox: Digital Operations Manager
Studio Producer: Shelley Cousins
DDB – Maker:
Maker Producer: Kate Moses
Director: Rob McLaughlin
Editor: Steve Gulik
Colourist: Pete Ritchie
Sound Design: Liquid Studios
Account Executive: Penny Quirk
Content Executive: Mitch Smyth
Head of Fuse: Gina McKinnon
Client Service Director: Penelope Burns
Senior Account Manager – Digital: Christina So
Head of Digital Strategy: Rafis Kadir
Senior Programmatic Media Specialist: Alex Gray
Marketing Director: Chris Brown
National Marketing Manager: Jo Mitchell
Head of Corporate Communications: Simon Kenny