A multi-layered presenter-led campaign driving listener interaction and trial of the McDonald’s ‘My Burger’ initiative.

The challenge

KISS was tasked with raising campaign awareness around a new McDonald’s campaign - My Burger, which ran in-store and across McDonald’s owned platforms. It gave customers the opportunity to build their own burgers using a mix of new ingredients via their online ‘Burger Builder’ portal, which would eventually filter in store to be bought.


Our Approach

In order to provide maximum endorsement of the ‘My Burger’ promotion, we wanted to fully leverage our presenter talent and use green screen technology online to bring the McDonald’s ‘Burger Builder to life’ through interactive videos with the story echoed on-air.


The Idea

The KISS Breakfast team took up the challenge to build their dream burgers! We created a series of videos, with Charlie throwing down the gauntlet to fellow presenters Rickie and Melvin to create the ultimate beef burger using McDonalds ‘Burger Builder’ portal and to win her affections! These videos told a story perfectly showcasing the Burger Builder as a means of creating their dream burger as well as giving listeners the power to chose which of the boys’ burgers they preferred highlighting the functionalities of the Burger Builder. Our presenters then backed each of the shortlisted flavours to drive purchase.


Execution

The video content was delivered into rich media, green-screen video placements across all KISS Platforms. On air, we ran a series of trails and live reads directing listeners online to kissfmuk.com to watch and vote on the videos. Online, all directional placements clicked through to an optimised campaign page that featured the McDonalds ‘Burger Builder’ portal. Mobile responsive page used green screen technology to super impose the boys to provide further encouragement to head further down the page to create their beefy masterpiece!

For the second phase, in order to front the campaign from a different KISS touchpoint, we ran promotions within the afternoon Live@KISS show which involved using the ‘My Burger’ ingredients in a memory recall game highlighting the variety of ingredients that consumers can chose when creating their dream burger.

All communication focussed on encouraging listeners to create their own burgers and vote for their favourite – directly endorsed by KISS presenters.

The activity performed strongly in PCA research for overall awareness and in driving votes. Radio was the most effective of the mediums used for driving consumers in-store.

Tom Hughes Account Manager OMD

Results

31%

CTR to McDonalds Burger Builder portal

47%

Partnership competition entry rate

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