Effie Case Study: McDonald's & Coca-Cola
Program: McDonald's & Coca-Cola
Manufacturer: Coca-Cola Co.
Lead Agency: Leo Burnett/Arc
Award: Single-Retailer Program: Mass Merchants (Bronze)
Most foodservice shopper marketing campaigns focus on the in-store or in-restaurant experience, but Coca-Cola brought some attention to the drive-thru experience with its “Sip, Share and Win” promotion that aimed to get more Coca-Cola soft drinks into the hands of consumers on the go during a pivotal summer time period.
More than three-fourths of McDonald’s business is done at the drive-thru, and the summer months tend to carry that load with consumers taking vacations, going to the beach or spending more time in their cars on the move. McDonald’s had been experiencing a negative growth in soft drink sales, so “Sip, Share and Win” changed the drive-thru into a shareable and fun experience to increase sales.
Coca-Cola fed off the immensely popular “Carpool Karaoke” segment on “The Late Late Show with James Corden.” (A segment with Adele has more than 155 million views on YouTube, for example.) The program asked consumers to order a Coke in the drive-thru and then share a selfie or video performing with a microphone-printed McDonald’s cup. Consumers could win a chance for a VIP experience at “The Late Late Show.”
As part of the effort, singer and actress Selena Gomez appeared on a sponsored segment during which she and James Corden went through a McDonald’s drive-thru, engaging with the cups and the drive-thru experience. The video has more than 60 million views on YouTube, exceeding a goal of 25 million. In addition, the campaign rolled out a YouTube pre-roll spot highlighting the segment on the show and how consumers can win an experience. Social influencers were tapped to share excitement digitally and drum up entries.
In McDonald’s restaurants, P-O-P celebrated the contest and worked alongside the special cups. In addition to the printed microphone, the cups had song lyrics from one of 10 songs that were in the “Share a Coke and a Song” program. A Coca-Cola microsite housed the Gomez video as well as consumer-submitted photos and videos. Additionally, local radio, digital and social ads ran during the length of the six-week program.
McDonald’s saw an increase in soft drink sales as the program drove sales beyond the trend of flat growth. The YouTube pre-roll video had more than 3 million views, and there were more than 30,000 social mentions of the program and 708 million media impressions. The sweepstakes saw more than 25,000 entries (the goal was 13,000).