CASE STUDY: Campaign helps McFlurry deliver memorable summer
Provided by Bauer Media
This tasty campaign exceeded sales projections by 16% targeting 7m 16-24s across key Bauer Media brands.
What was the Challenge / Background of the Campaign?
The core McDonalds audience of 16-24's were becoming less engaged with the McFlurry product. The challenge was to re-engage this target market over the summer and make them all fall back in love with McFlurry again using targeted cross media and experiential opportunities. As this younger demographic behaves differently to older age groups it was very important to target them through digital entertainment media, in particular music, which is their number one interest.
What was the Campaign Objective?
A tasty campaign to engage a young music focused audience.
What was the Solution?
Bauer secured Kiss and 4Music's loved duo Richie and Melvin as the faces of the campaign, and the Nice Cream Van traveled up and down the country visiting live key events: IN:Demand live in Scotland, JLS and Olly Murs in Newcastle, T4 on the Beach in Weston Super Mare, Leeds Party in the Park and the Norfolk Spectacular. To create excitement around the event and raise awareness we created McFlurry spot adverts and messages, gave daily lucky listeners the chance to win tickets, a variety of great prizes and distributed fee McFlurry merchandise at the events.
What were the Results?
The McFlurry Nice Cream Van delivered brand awareness to 2.1m 16-24s via TV and 4.8m 16-24s via radio. It gathered an incredibly high profile focus, and most importantly, delivered 12,000 McFlurry ice creams at some of the biggest music events of the year. 5,000 beach balls and 14,000 digital gifts were distributed and downloaded across the campaign. The campaign was a huge success, driving 61,000 'likes' on Facebook and taking sales of McFlurry to +16% above projections.
What were the Key Learnings of this Campaign?
Social networking has placed an even greater importance on the role and value of shared experiences and provides and unparalleled format for binding brands to these experiences. So, with this in mind we created the McFlurry Nice Cream Van Summer Tour - an engaging three month campaign bringing McFlurry to the hands of thousands of 16-24's across the country. Facebook became the focus of our campaign bringing the campaign to life and driving 'likes to the page was a key KPI.