McDonald's - Feast For The Eyes

THE RESULTS - Over 620,000 people visited the new Burger's microsite after taking part in the campaign, and the innovative banners were engaged with over 9 million times by people working up their appetites. THE CHALLENGE - Competing for attention online. To launch the McDonald’s Maestro range, a new line of premium burgers with special ingredients and an eye-catching presentation, we needed a campaign that stood out online. Our insight was that 65% of EU citizens are affected by digital eye strain, a condition causes eye fatigue, watery eyes and blurry vision, brought on by the increasing use of digital screens and browsing the internet. So could we used this creative territory to draw attention to how delicious the new burger range looked. THE SOLUTION - An innovative way to engage a digital native audience Our idea was to demonstrate the powerful visual appeal of the new burger, by offering support for eye-strain. We invited people to take part in a series of eye-relaxing exercises, that used eye accommodation and soothing colours, and sign up for a free three-day eye training programme. People could sign up to the programme in one click and be tracked through Google’s Display Network to show display ads around the web, reminding them to relax their eyes every three hours, aligning with doctors’ recommendations for eye rest. All while working up their appetite for a delicious burger.