MCDONALD'S CANADA
All Day Breakfast
The long awaited launch of McDonald’s All Day Breakfast in Canada meant a national, large scale social media campaign for awareness and engagement. As an extension to the campaign platform Time Loses All Meaning, social assets and ads were created to target Canadians at all times of the day on Facebook, Instagram, Twitter and Snapchat.
APPROACH
Using new Facebook Live features, McDonald’s live streamed the first Egg McMuffin officially served after 11 a.m. in Canada. A custom emoji was also created on Twitter for the campaign launch, a global first for McDonald’s. Users who tweeted #AllDayBreakfast saw the iconic Egg McMuffin and hashbrown next to the hashtag. Short videos and animated GIFs, linked to clever captions, were used to countdown and launch the campaign. The campaign also included a one-day national Snapchat Geofilter.
INFLUENCER MARKETING
Midnight pyjama parties were held in three McDonald’s restaurants in Québec and Atlantic Canada. Influencers Mariepier Morin and Olivier Primeau hosted the Québec parties and created live content on Facebook and Instagram during the event.
AGENCY
Cossette, 2017
EXPERTISE
Influencer Marketing
Social Strategy
IMPACT
7M+ earned & owned impressions
377,000 views on social media
94% positive engagement rate
7% increase in restaurant traffic
AWARDS
CMA: Bronze - Campaign, Integrated Consumer Products - Food & Beverage
ICE: Silver - Integrated
Based in Montréal, working worldwide.
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