Mc Donald's Advent calendar on Instagram

CAMPAIGN Goldbach Interactive has created an advent calendar on Instagram in collaboration with McDonald's. From December 1, a little calendar door will be posted on the account every morning. 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 as well as editorial planning, content production, monitoring and active dialog management.As Instagram is becoming increasingly important and has now also been available as an advertising platform in Switzerland since October 2015, the aim is to activate the community on the picture network and gain more followers for the McDonald's Switzerland profile. To this end, McDonald's and GBI are taking advantage of the pre-Christmas season and have designed an Advent calendar for Instagram.

Every day, followers must complete a task to win.Every day for 24 days, users can win gifts from McDonald's or give them away to their friends. To do this, McDonald's products will be wrapped up in Christmas packaging and hidden behind the little doors. Every day, a new picture is posted on https://www.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 as well as dialog management on Facebook and Twitter. In order to additionally activate users via ads with several images and links, carousel ads as well as link ads are placed on Facebook and Instagram.