McDonald’s Launches New Snack Wrap with Viral Promo
McDonald’s is promoting its latest snack wrap with a viral campaign that gets consumers thinking about snack time.
The new Chipotle BBQ Snack Wrap, is the third in the chicken snack wrap line. A micro site that encourages visitors to join the “take Back Snack Time Movement.”
On the site at MySnackTime.com, visitors can learn to “speak snack,” a section that plays off the words of snack wrap, by rolling over the ingredients of the product. People can also send a customized voice mail or e-mail to family and friends to join the snack movement.
One of the goals behind the new product line and campaign is to get customers thinking about McDonald’s as “a snacking destination,” said Marta Fearon, director of U.S. marketing for McDonald’s. “It gives them a different option.”
The new wrap launched nationally on July 31. Street teams distributed 10,000 Arch Cards redeemable for a free wrap in six cities: New York City, Los Angeles, Chicago, Atlanta, Miami, FL, and San Francisco, CA.
During the events, teams kicked off McDonald’s [McDonalds.com] Take Back Snack Time viral campaign urging commuters to sign a petition to take back snack time and driving them to the micro site.
“We know more and more people are snacking on the go,” Fearon said. “We wanted to create some buzz and remind people that snack time is good thing.”
TV and radio spots, in-store P-O-P, e-mail blasts and banner ads support the campaign, which runs throughout August.
Burrell, DDB, dRM DDB and IW Group handled the TV, radio, print and digital executions for the campaign. Oddcast developed the viral application, Golin Harris handled PR, while GMR oversaw the street teams.
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