24th March. 24 countries. 24 acts of joy.
A momentous occasion for McDonald’s that started at 7 a.m. in Australia to launch imlovinit24 on March 24th – an unprecedented real-time global brand activation that brought together 24 gifts of joy to McDonald’s customers in 24 global cities in 24 hours, all on March 24.
The UK’s contribution: The Jessie J Boom Bus Tour.
An open top bus toured the best of London’s landmarks, with the lovely Jessie J performing a live gig for an unsuspecting busload of fans, bringing Bang Bang, Masterpiece and numerous other hits to the streets of London. The activity began with a teaser Twitter campaign, where Jessie J invited her over 6.9 million Twitter followers to compete for the chance to win tickets to a secret gig. The ticket winners were then asked to meet at a central London McDonald’s restaurant before being transported on an open-top bus to a secret venue for the gig. As the bus travelled through central London and approached Oxford Circus, Jessie J appeared from a car following behind. Much to her fans’ shock and delight, she boarded the bus with a live mic and launched into an hour-long set that was broadcast live, globally, online through YouTube, Facebook and Twitter. Following this, DRUM edited a video overnight to be launched globally showcasing the event from start to end which has been through paid media on YouTube, Facebook and Unruly.
It was an amazing day loved by McDonald’s and Jessie J fans alike and marked a step change for the way in which McDonald’s communicates with its audience.
Check out the hero video here: https://www.youtube.com/watch?v=dhiWa59LYas