Background:

McDonalds wanted to users to view the fast food restaurant as a place for health and diet-conscious consumers to consider for their morning meals. Responding to growing consumer demand for healthy, low calorie meals, McDonald’s created a breakfast menu that features four wholesome options, all of which are 300 calories or less. To generate awareness, McDonald’s wanted a pre-roll video campaign that allowed users to explore their breakfast menu in detail.

Approach:

The iRoll® engagement slate was the perfect place to highlight McDonald’s breakfast menu. The unit had a carousel of photos, descriptions, and calorie counts for each dish, which users were invited to click-through and explore. All items were displayed on a non-distracting background with some animated graphics that emphasized the foods’ benefits. A tile invited users to “Like” McDonald’s on Facebook, providing those who did with a venue for receiving updates and news on the restaurant.

The iRoll® generated more than a 200% increase in Time Earned, which indicates that users spent additional time to read about the menu items.  The engagement slate offered a smart and user-friendly way to communicate the health and nutrition information. For McDonald’s, the extra time consumers spent learning about the brand was extremely advantageous.