TBWA for McDonald's: Spreading the doomsday mood for a burger
TBWA created a cross-media viral campaign for McDonald's Switzerland. The campaign, titled «The M is near,» caused some confusion. The mystery was then solved in another commercial on November 27. The «M" is the fast-food giant's newest burger.
TBWA staged a cross-media viral campaign for McDonalds Switzerland. The advertising campaign caused confusion with the title "The M is near". Wild posters with a doomsday look and sandwich men à la apocalypse preachers, sandwiched between two posters with the slogan, were used. Even the 20 Minuten Online homepage was completely blacked out. The measures attracted curious visitors to the equally enigmatic website Themisnear.ch, where the imminent birth of the "M" was conjured up in seven different commercials.
To increase the viral multiplier effect, users were able to add their portrait to a gallery and join the "M" community. A few hours after the website went live, the first Facebook group was set up and even Blick am Abend reported on the "M" bloggers, the agency wrote in a press release on Tuesday. On November 27, the dissolution took place in a further advertisement. Themisnear.ch also revealed that the "M" is the fast food giant's latest burger.
To increase the viral multiplier effect, users were able to add their portrait to a gallery and join the "M" community. A few hours after the website went live, the first Facebook group was set up and even Blick am Abend reported on the "M" bloggers, the agency wrote in a press release on Tuesday. On November 27, the dissolution took place in a further advertisement. Themisnear.ch also revealed that the "M" is the fast food giant's latest burger.
Responsible at Mc Donalds Switzerland: Thomas Truttmann (Marketing & Communication Director), Sébastien Dubey (Senior Marketing Consultant), Jan de Schepper (Marketing Manager Food). Responsible at TBWA: Urs Schrepfer (Creative Director), Martin Friedlin, Adrian Egger (Art Directors), Tobias Bühlmann (Copywriter), Daniel Rickert (Strategic Planning Director), Tina Kazimir (Account Director). Other partners: Tequila, GAP Films, Propaganda AG, Skidoo, Tobias Bühlmann (director), Arvild Baud, OMD (Andreas Bartneck, Leo Vogl) (music).
