Fully integrated marketing campaign tease + launch created genuine confusion, conversation and elation
After weeks of fanning the flames of speculation and teasing the nation, McDonald’s is officially confirming what fans have been eagerly hoping for - the McRib is back and available for a limited time from tomorrow. Fans have been debating its comeback, and the campaign creative platform ‘McRib Returns?’ led by Leo Burnett tapped into the myth-like cult status of McRib, to allow genuine noise around whether it was in-fact returning.
The campaign, kicked off with a push notification sent to McDonald’s 1.82 million app users, which simply read: “McRib_Test.notification_16.10.24 [TEST]”. An ambiguous media response by Red Consultancy was prepared and shared as news titles were quick to spot the conversation kicking off on social, adding fuel to the fire.
To keep media and influencers tantalised, Red Consultancy organised a mysterious Dark Tasting event with a brand-new Burger Van, where the …