McDonalds #imlovinit24

DESCRIPTION

A real-time worldwide social campaign where we launched "24 Moments of Joy in 24 Countries on March 24" with all 24 events happening on the same day. We were tasked with leading this global effort by creating the design system, managing working processes and the creation and launching of real-time content in response to all the events.

PLANNING, EVENT, POST

We designed the social guidelines, branding and look for the global imlovinit24 campaign. We brainstormed processes for the day of the event and working procedures to creatively react to the events real-time and manage resources. We created all the creative assets that were delivered prior to the event, and distributed to each different city around the world to utilize on the event day. One the day of imlovinit24, the creative team worked for 36 consecutive hours at the McDonalds headquarters in Chicago. We watched the events unfold and reacted real-time with social content such as posts, images, and gifs. Following the event, we analyzed social activity to keep conversation going. 

ANIMATED GIFS FOR EACH EVENT

A selection of a few gifs we created to represent each event. 

SOCIAL CONTENT

We curated and shared our social content on our tumblr real-time. This included created posts by the team during the event from the McDonalds headquarters in Chicago as well as user generated content which we skinned, got legal approval and released. This allowed our global audience to follow the shared social pieces from each event as they were revealed throughout the day. 

CASE STUDY & WRAP UP VIDEO

Featured below is the case-study video we produced to compile a chronological narrative of each event throughout the entire campaign.