Goldbach Interactive realizes an advent calendar on Instagram with McDonald's

In addition to Facebook, Twitter and YouTube, McDonald's Switzerland has also been using Instagram as a platform for community management for some time. McDonald's works with the social media team at Goldbach Interactive (GBI) on strategy development, editorial planning, content production, monitoring and active dialog management.

As Instagram is becoming increasingly important and has also been available as an advertising platform in Switzerland since October 2015, the aim is to activate the community on the image network and gain more followers for the McDonald's Switzerland profile. McDonald's and GBI are using the pre-Christmas period for this purpose and have designed an Advent calendar for Instagram. For 24 days, users can win gifts from McDonald's every day or give gifts to their friends. McDonald's products are wrapped up in Christmas packaging and hidden behind the doors. Every day a new picture is posted on Instagram.com/mcdonalds_switzerland under the hashtag #McXmas. Behind each picture is a small task, such as tagging a friend or posting a Christmas verse. The winning mechanism varies and makes use of various interaction options, such as following, tagging, giving likes, mentioning or commenting, which increases the reach within Instagram.

GBI's campaign is accompanied by cross-postings and dialog management on Facebook and Twitter. Carousel ads and link ads on Facebook and Instagram are also used to activate users via ads with multiple images and links.

Responsible at McDonald's Switzerland: AglaëStrachwitz (Communications & Public Affairs Manager), Christel Stadelmann (Communications Consultant). Responsible at Goldbach Interactive: Stephanie Wörmann (overall responsibility/consulting group manager), Frederike Coninx (senior art director), Torsten Schallmeier (senior copywriter/concept developer), Claudia Dörr (community manager).