BACKGROUND
Monthly subscriptions services were exploding. What looked like a new and efficient way to shop for beauty products became an overload of all kinds of products to the delight and bewilderment of consumers. To help launch McDonald’s first-ever April Fools joke we created the MMMBox, a monthly subscription service that pairs your favorite menu items with your lifestyle.
The service launched with three different subscription option, The Artisan, The Ribster and The Minimalist.
Agency: Leo Burnett
PERFORMANCE
U.S. Highlights
Due to high velocity of sharing, MMMBox Social content on Facebook, Twitter and Instagram reached ~3.3M people 3x’s faster than norm, while earning nearly 100k video views, and 30,000 Engagements.
80k+ visits to the temporary landing page on McDonalds.com(68k on mobile), with average time spent on site 1:40. Page saw approximately 75% more time spent than average time on site.
Combined reach of MMMBox posts were 15% above average compared to recent campaign post reach (ex. McPick, Monopoly).
Sentiment across social channels specific to MmmBox was 97% neutral/positive, 3% negative (average McDonald’s sentiment is 81% neutral/positive)
ONLINE BUZZ
MMMBox earned 11 mainstream media placements, boosting visibility and online conversations with an additional 109M media impressions.
McDonald’s April Fools activations from around the world generated over 69,000 mentions on Twitter, supporting incremental reach to the US activation.
