McDonald's
integrated promotion

When McDonald’s made the decision to extend its hours to round the clock service, they asked us to help them drive late night appetites into their restaurants. We figured, where better to find those appetites than out at the clubs? And as we thought about it a little more we realized Big Macs and fries might even help soak up some of that excess alcohol. Why not?

increased late night sales, decreased drunk driving citations

The integrated campaign combined elements including bar coaster sobriety tests, Ronald’s wallet (as guerilla collateral) dropped in the back of taxis, and free cab rides for those too tipsy to drive. It all worked to increase late night sales by more than 20% and decrease drunk driving citations in the region by 14%.