McDonald's April Fools 2016

The MMMBox, a monthly subscription service available for delivery that pairs your favorite menu items to your lifestyle. 

My Role on Digital McDonald's

I've had the privilege of being one of the leading strategic voices for McDonald's social strategy. I perform the internal and client facing social audit each month. The audits consist of me presenting the performance of the previous year's content for a particular month. I conclude last year's finding with major takeaways and I follow up with a calendar I've created that shows the forecast for the month (holidays, major sporting and entertainment events, food moments, etc). I conclude my presentation with cultural moments that McDonald's should have content on. I validate why I've chosen those moments with optimization's finding on search and social trends, share of voice, and how that moment aligns with McDonald's overall brand goal and social goals. 

My Role Specific to April Fools:

After the initial monthly social meeting I met with creatives, continuously providing inspiration and fodder to help land on an approved brand smart and funny idea. I developed and presented the setup for MmmBox. I explained the importance of taking calculated risk to help change brand perception of McDonald's being a faceless brand only concerned with their bottom line. Cultural relevancy goes beyond technology, but transcends to values, personality, and action. To help build confidence in our idea I showed how other brands April Fools content performed. Proving that brands can take risk and it doesn't always result into media scrutiny.

The McRibster
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The Artisan
Handcrafted satisfaction.

The Minimalist
Less is more.