BKWLD‘s digital experts worked with creative agency Hoffman Lewis to develop an integrated campaign for McDonald’s. Their goal was to increase brand favorability and more specifically, breakfast sales in the St. Louis market. Ads were produced featuring a pop-up menu and call box on the pavement that speaks “Good morning!” to people walking past it. If they placed an order, it was delivered to them by a man on a scooter.
Six 30 second spots were created, with unique and unexpected moments featuring the general public of St. Louis. Working entirely with non-actors, the BKWLD team designed real situations where McDonald’s breakfast could help make the ‘ordinary a bit more extraordinary.’ These were shot with hidden camera crews and then transformed into the TV spots. BKWLD AD Ethan Martin said:
The spots needed to feel fun and honest, but not become a cliché flash-mob-thing. We collaborated with HL to choose the best combination of locations and relating scenarios that were both strategic to the messaging, while maintaining an efficient production budget and timeline.
BKWLD also created a digital hub for the GoodMorningSTL campaign, with a mobile-friendly site that aggregated users’ social media content from Instagram and Twitter using the hashtag #goodmorningstl. Special offers and contest winners were announced daily. You can check out a GoodMorningSTL ad below: