When McDonald's wanted to celebrate 40 years of serving customers in the U.K., it teamed with Razorfish London to create an interactive experience in which fans past and present could share memories of the "people's restaurant" in the form of a digital poster. Four TV ads, produced by the Leo Burnett agency, drove people to the campaign's site and encouraged them to submit their stories, which were then added to an online gallery. Some of the best submissions were even featured in display media.

Launch the campaign
Published
December 2014
Topics

The Story

When McDonald's wanted to celebrate 40 years of serving customers in the U.K., it teamed with Razorfish London to create an interactive experience in which fans past and present could share memories of the "people's restaurant" in the form of a digital poster. Four TV ads, produced by the Leo Burnett agency, drove people to the campaign's site and encouraged them to submit their stories, which were then added to an online gallery. Some of the best submissions were even featured in display media.

Fans could either type or use Google's speech recognition API to dictate their memories. As people shared their memories, the words would appear on the computer screen in a digital poster generated from the campaign's site. To view other fan submissions, site visitors could filter by decade or theme, or they could scroll through the online gallery created using HTML5 and WebGL.

The Technology

The Results

It took McDonald's only six days to meet its eight-week goal for the campaign.

400K

Memories submitted

1

Million visitors

Launch Date Aug. 20, 2014