Fred Jasinski

STRATEGIC DEVELOPMENT
CONCEPT DEVELOPMENT
DIGITAL APP/WEBSITE
PACKAGING
GAME PIECE
POINT OF SALE

The Business Challenge
Position Happy Meal & Disney as the go-to meal and entertainment source for parents.

Solidify HM’s position as the premier kid’s meal and play source

KPIs
Drive guest counts. Ultimately, drive incremental sales

Registration/Penetration Participation frequency

The Insight(s) Leveraged
Summer is a time for kids to break free, play and explore. Every day is a chance to experience adventure. But somehow, getting started is so much easier when someone points the way.

THE CREATIVE SOLVE

The Idea
Created an exciting first of its kind HAPPY MEAL® family event within the McDonald’s APP. McDonald’s and Disney proudly bring the fun and adventure of The Lion King to families with an exciting Happy Meal® promotion that can be played within the McDonald’s App. McDonald’s customers that purchase a Happy Meal during this time (July 16 - August 19, 2019), can instantly win a family trip for 4 to Walt Disney World Resort!

Plus, there are also millions of Food Prizes available. To play, parents scan Codes on Game Pieces that come with each Happy Meal toy. Scanning Codes also earns Rewards Credits which can be used to redeem exciting Rewards from The Lion King. 

Why do you believe it’s powerful?
Strong insight. Ownable, fun Simple engagement; both familiar and exciting. Relevant prizing.

How did you innovate?
We leveraged everything from the McDonald’s Global Mobile App with new scanning technologies codes to fully capture the MAGIC of Disney to create family events that elevate our Simple, Truly Together Moments.

DISCIPLINE
Promo Kid/Family Activations

PROJECT NAME
McDonald’s The Lion King Family Activation

DATES IN MARKET
Summer 2019

STRATEGIC DEVELOPMENT
CONCEPT DEVELOPMENT
DIGITAL APP/WEBSITE
PACKAGING
GAME PIECE
POINT OF SALE

The Business Challenge
Position Happy Meal as the go-to meal and entertainment source for parents.

Solidify HM’s position as the premier kid’s meal and play source

KPIs
Drive guest counts. Ultimately, drive incremental sales

Registration/Penetration Participation frequency

The Insight(s) Leveraged
Summer is a time for kids to break free, play and explore. Every day is a chance to experience adventure. But somehow, getting started is so much easier when someone points the way.

Unfortunately, parents aren’t off school and have limited time to play “camp counselor,” but they want their kids to have a productive and fun summer.

THE CREATIVE SOLVE

The Idea
Developed a holistic family event all month long - with a digital game tied to purchase of a Happy Meal. Scanning Codes on packaging & POP offers the chance unlock prizes and an exclusive Avenger’s experience

Why do you believe it’s powerful?
Strong insight. Ownable, fun Simple engagement; both familiar and exciting. Relevant prizing.

How did you innovate?
We leveraged everything from the GMA to variable printing, as well as technologies like NFC and QR codes to fully capture the MAGIC of Disney to create family events that elevate our Simple, Truly Together Moments.

DISCIPLINE
Promo Kid/Family Activations

PROJECT NAME
Happy Meal Avenger’s

DATES IN MARKET
Spring 2019

STRATEGIC DEVELOPMENT
CONCEPT DEVELOPMENT
DIGITAL APP/WEBSITE
PACKAGING
GAME PIECE
POINT OF SALE

The Business Challenge
Position Happy Meal & Disney as the go-to meal and entertainment source for parents.

Solidify HM’s position as the premier kid’s meal and play source.

KPIs
Drive guest counts. Ultimately, drive incremental sales

Registration/Penetration Participation frequency

The Insight(s) Leveraged
Summer is a time for kids to break free, play and explore. Every day is a chance to experience adventure. But somehow, getting started is so much easier when someone points the way.

THE CREATIVE SOLVE

The Idea
Created an exciting first of its kind HAPPY MEAL®  family event within the McDonald’s APP.

Starting June 11th, purchase a Happy Meal receive a game ticket with each toy. You can scan Codes on tickets for a chance to win a Family Vacation for 4 to WaltDisney World® Resort or one of millions of Food Prizes! Customers can find Codes on Game Tickets with every Toy Story 4Happy Meal toy.

Why do you believe it’s powerful?
Strong insight. Ownable, fun Simple engagement; both familiar and exciting. Relevant prizing.

How did you innovate?
We leveraged everything from the McDonald’s Global Mobile App with new scanning technologies codes to fully capture the MAGIC of Disney to create family events that elevate our Simple, Truly Together Moments.

DISCIPLINE
Promo Kid/Family Activations

PROJECT NAME
McDonald’s Toy Story 4 Family Activation 

DATES IN MARKET
Summer 2019

STRATEGIC DEVELOPMENT
CONCEPT DEVELOPMENT
DIGITAL APP/WEBSITE
PACKAGING
GAME PIECE
POINT OF SALE

The Business Challenge
Position Happy Meal as the go-to meal and entertainment source for parents.

Solidify HM’s position as the premier kid’s meal and play source

KPIs
Drive guest counts. Ultimately, drive incremental sales

Registration/Penetration Participation frequency

The Insight(s) Leveraged
Summer is a time for kids to break free, play and explore. Every day is a chance to experience adventure. But somehow, getting started is so much easier when someone points the way.

Unfortunately, parents aren’t off school” and have limited time to play “camp counselor,” but they want their kids to have a productive and fun summer.

THE CREATIVE SOLVE

The Idea
Developed a holistic family event all month long - with a digital game tied to purchase of a Happy Meal. Scanning Codes on packaging & POP offers the chance unlock prizes and an exclusive Avenger’s experience

Why do you believe it’s powerful?
Strong insight. Ownable, fun Simple engagement; both familiar and exciting. Relevant prizing.

How did you innovate?
We leveraged everything from the GMA to variable printing, as well as technologies like NFC and QR codes to fully capture the MAGIC of Disney to create family events that elevate our Simple, Truly Together Moments.

DISCIPLINE
Promo Kid/Family Activations

PROJECT NAME
Happy Meal Avenger’s

DATES IN MARKET
Spring 2019

STRATEGIC DEVELOPMENT
CONCEPT DEVELOPMENT
DIGITAL APP/WEBSITE
PACKAGING
GAME PIECE
POINT OF SALE

The Business Challenge
Position Happy Meal & Disney as the go-to meal and entertainment source for parents.

Solidify HM’s position as the premier kid’s meal and play source.

KPIs
Drive guest counts. Ultimately, drive incremental sales

Registration/Penetration Participation frequency

The Insight(s) Leveraged
Summer is a time for kids to break free, play and explore. Every day is a chance to experience adventure. But somehow, getting started is so much easier when someone points the way.

THE CREATIVE SOLVE

The Idea
Created an exciting first of its kind HAPPY MEAL®  family event within the McDonald’s APP.

Starting June 11th, purchase a Happy Meal receive a game ticket with each toy. You can scan Codes on tickets for a chance to win a Family Vacation for 4 to WaltDisney World® Resort or one of millions of Food Prizes! Customers can find Codes on Game Tickets with every Toy Story 4Happy Meal toy.

Why do you believe it’s powerful?
Strong insight. Ownable, fun Simple engagement; both familiar and exciting. Relevant prizing.

How did you innovate?
We leveraged everything from the McDonald’s Global Mobile App with new scanning technologies codes to fully capture the MAGIC of Disney to create family events that elevate our Simple, Truly Together Moments.

DISCIPLINE
Promo Kid/Family Activations

PROJECT NAME
McDonald’s Toy Story 4 Family Activation 

DATES IN MARKET
Summer 2019

STRATEGIC PLATFORM DEVELOPMENT
APP/ONLINE 
PACKAGING WITH QR CODES
POP WITH QR CODES
GAME PIECES

The Business Challenge
Guest counts are down. And...we need to "bring the fun" to families (especially teens and young adults) in a way that makes McDonald's feel relevant, modern and progressive. Demonstrate how a partnership with Disney could work to increase traffic, drive sales and connect with all McDonald’s customers.

KPIs
Primary: Drive guest counts and sales of core items. 

Secondary: Drive app downloads to McDonald’s Global Mobile App. 

Increase digital engagement. Position McDonald's games as fun, relevant, progressive.

The Insight(s) Leveraged
Create a holistic experience around all major tie-ins with Disney & McDonald’s. Engage families especially teens and young adults.

THE CREATIVE SOLVE

The Idea
Deliver and manage evolving technology platforms, pilots, integration and mobile initiatives. Look for ways to leverage cutting edge technologies that push the “WOW Factor” 

Scan the QR Codes to enter the gaming experience.

Assembleyour team from your social world to defeat Thanos in the virtual world.

WINexclusive prizes and experiences for your entire team!

DISCIPLINE
Promo Activations

PROJECT NAME
The evolution of mobile customer engagement

DATES IN MARKET
2016-2019

PACKAGING
POP

The Business Challenge
Position Happy Meal & Disney as the go-to meal and entertainment source for parents.

Solidify HM’s position as the premier kid’s meal and play source

KPIs
Drive guest counts. Ultimately, drive incremental sales

Registration/Penetration Participation frequency

The Insight(s) Leveraged
Spring break is a time for kids to break free, play and explore. Every day is a chance to experience adventure. But somehow, getting started is so much easier when someone points the way.

THE CREATIVE SOLVE

The Idea
Developed a holistic family event all month long - with unique Happy Meal packaging that creates a digital portal that takes your toy and box on a trip of a lifetime.   Mega Merchandiser Display in store brings Ralph and Venelope to each restaurant for a great photo opportunity for you and your whole family.

Why do you believe it’s powerful?
Strong insight. Ownable, fun Simple engagement; both familiar and exciting. Bring excitement of the property to your neighborhood.

How did you innovate?
We leveraged the MAGIC of Disney’s Wreck It Ralph to create family events that elevate our Simple, Truly Together Moments.

DISCIPLINE
Promo Kid/Family Activations

PROJECT NAME
Wreck It Ralph Happy Meal

DATES IN MARKET
Spring 2019

Creative Challenge
Connect with Millennials & Young Families by creating a 
feel good experience in which football/soccer can be the spark and the stimulus for the moment.

Insights
Consumers want to connect with others who share their passion and excitement. The World Cup is emerging as a fan-based social experience — and not a football tournament.

Idea
Shout & Share a Coke with your favorite country!

Creative Director for over 100 joyous McDonald’s Happy Meal programs (including the boxes, the point of sale, and the design, engineering, and manufacture of those wonderful toys).

Led conceptual and executional development for McDonald’s Happy Meal programs, including all 2019 Disney Happy Meal/Family activations:Wreck It Ralph, Avengers, Toy Story 4, The Lion King, Frozen, and Star Wars.

PRODUCT DESIGN
PACKAGING

Lead creative on top-performing McDonald’s Retail Product (self-liquidating premiums) promotions of all time, including Teenie Beanie Babies, multiple glassware programs, Toy Story Candy Dispensers, Tarzan Sound Straws, Flintstone T-shirts and Hercules Plates.

Launched Chevron’s retail line of kid’s toy car collections. Developed multiple sku’s.  Program in market for over 10 years.

Developed multiple seasonal product lines from concept through manufacturing. Sold in successful Licensed Plush Easter/Halloween basket line for Target, Walmart still in retail for over 10 years.  Owned licensed rights for Celebrity Poker Show on Bravo. Designed custom product line sold in retail, I also created on-line store CelebrityPoker.com

DISCIPLINE
Retail Product Design

PROJECT NAME
Various Retail Product Development 

DATES IN MARKET
2008-2019 The Marketing Store
2001-2004 Imagine It  
1991-2001 Simon Marketing

PACKAGING DESIGN
FORM & FUNCTION
BRAND ID

I was the Creative Lead over promotional packaging design teams. As well as  managing The Marketing Stores boutique brand design/packaging group BOXER. 

Managed the process which included:

• Packaging Research &Consumer Insights Application

• Design Strategy

• Concept & Design

• Visual & Brand ID

• Brand Bloodlines

• Design Systems

DISCIPLINE
Packaging Design

PROJECT NAME
Promotional Packaging Programs 

DATES IN MARKET
2008-2019 The Marketing Store
1991-2001 Simon Marketing

Creative Director for dozens of McDonald’s promotional games, all of which exceeded targeted returns, most impressively and consistently, McDonald’s Monopoly, the biggest promotional consumer game of all time.

PRODUCT DESIGN
PACKAGING
POINT OF SALE
KIOSK DESIGN

The Business Challenge
Guest counts are down. And...we need to "bring the fun" to customers (Coffee Lovers & Trend Setters) in a way that makes McDonald's feel relevant, modern and progressive.

KPIs
Primary: Drive guest counts and sales of McCafe. 

Secondary: Position McCafe brand as fun, relevant, progressive.

The Insight(s) Leveraged
McCafe Merchandise is a $100 MM brand building opportunity requiring little effort and no investment from McDonald’s operators.

THE CREATIVE SOLVE

The Idea
Create a merchandising program in every restaurant that offers seasonal branded designs of high quality McCafe products that include: mugs, tumblers, water bottles etc.. Create impactful freestanding kiosk display with POP.

DISCIPLINE
New Product/Merchandising

PROJECT NAME
McCafe Merchandising Program

DATES IN MARKET
2015-Current

STRATEGIC DEVELOPMENT
CONCEPT DEVELOPMENT
DIGITAL APP/WEBSITE
PACKAGING
GAME PIECE
POINT OF SALE

The Business Challenge
McDonald’s sought to take a new direction with promotional activities—shifting from a sales mindset to that of a digital affinity experience. The question remained: How do we migrate customers to a more digital engagement while still driving sales 
and brand awareness?

Guest counts are down. And….we need to "bring the fun" to customers (Fast Food Lovers & Trend Setters) in a way that makes McDonald's feel relevant, modern and progressive.

KPIs
Primary: Drive guest counts and sales of core items. 
Secondary: Drive app downloads. 
Increase digital engagement. Position McDonald's games as fun, relevant, progressive.

The Insight(s) Leveraged
Canadian’s love Canada!!  Create unique excitement we feel in the act of
this is Canada’s own Monopoly. From only Canadian prize partners to graphics.  Make it modern by engaging consumers thru social media and digital app.  If they like what you get, you go back for more. And they did!!

THE CREATIVE SOLVE

The Idea
To amp up the customer experience (and promote instant gratification), TMS created the Coast to Coast Monopoly game where customers played and saved spare pieces online to gather more (and better) Canadian prizes.
A social media approach (via Snapchat, Facebook and Instagram) drove awareness around the game and in-store merchandising generated customer excitement. Recreate the simple fun all month long - with a digital game tied to purchase that offers the chance to win a cool new prize a day.

Why do you believe it’s powerful?
Strong insight. Ownable, fun graphics (born of Monopoly) Simple engagement; both familiar and exciting. Relevant prizing.

Impact
During the promotion, Monopoly recorded an amazing 10% incremental year-over-year guest count growthand sales increased by 9.5% in-store

DISCIPLINE
Retail Activations

PROJECT NAME
McDonald’s Monopoly Game Development

DATES IN MARKET
2008-2019 The Marketing Store
1991-2001 Simon Marketing

STRATEGIC DEVELOPMENT
CONCEPT DEVELOPMENT
DIGITAL APP/WEBSITE
PACKAGING
GAME PIECE
POINT OF SALE

The Business Challenge

The MONOPOLY Game at McDonald’s originated as a strategic promotional game to lift sales during a traditionally slow month. But its success has transcended sales lift to deliver long-term brand loyalty as a customer-anticipated annual event. As an agency, we strive to make the game bigger and better each year while staying true to the core elements of the game that we know keep consumers coming back each year.

KPIs

Drive incremental sales lift by increasing frequency and trade up to extra value meals.

The Insight(s) Leveraged

Consumers make many choices each and every day – from what they are going to wear to what they are going to eat for lunch. With so many options, going to McDonald’s to play MONOPOLY is an easy choice for consumers to enjoy the food they already love and play for a chance to win prizes they want.

THE CREATIVE SOLVE

The Idea

Monopoly is the biggest promotion in the world. Consumers know it and love it. In order to keep it fresh and relevant, we conduct research every year that helps us understand what consumers truly want when it comes to MONOPOLY. This year we learned that they want more tangible prizing such as gift cards to big retailers, more chances to win cash value prizes and an easier way to collect and track their game pieces.

In addition, we created a digital game piece tracker that allowed consumers to track their game pieces via their mobile device or online. For every code entered, consumers received a second chance to win online prizes and were entered into a $50,000 sweepstakes.

Our Role

·     Strategy planning

·     Research

·     Packaging

·     POP and game pieces

·     Online and mobile execution

DISCIPLINE
Promo Activations

PROJECT NAME
Monopoly

DATES IN MARKET
2016

DIGITAL GAME
PACKAGING
POINT OF SALE

The Business Challenge
Guest counts are down. And…we need to "bring the fun" to customers (Fast Food Lovers & Trend Setters) in a way that makes McDonald's feel relevant, modern and progressive.

KPI’s
Primary: Drive guest counts and sales of core items. 

Secondary: Drive app downloads. 

Increase digital engagement. Position McDonald's games as fun, relevant, progressive.

The Insight(s) Leveraged
Halloween isn't just for kids. There's a unique excitement we feel in the act of 
trick-or-treating. It's that moment you walk up to a neighbor's house, ring the doorbell and see what lands in your goodie bag! Importantly, if you like what you get, you go back for more.

THE CREATIVE SOLVE

The Idea
Recreate the simple fun of trick-or-treating all month long - with a digital game tied to purchase that offers the chance to win a cool new prize a day

Why do you believe it’s powerful?
Strong insight. Ownable, fun graphics (born of Arches) Simple engagement; both familiar and exciting. Relevant prizing.

How did you innovate?
This is a whole new game construct — a first for TMS and McDonald’s

DISCIPLINE
Promo Activations

PROJECT NAME
Trick, Treat, Win!

DATES IN MARKET
October 2018

PRODUCT DESIGN
PACKAGING

The Business Challenge
Unique opportunity to increase guest counts, sales and overall brand relevance by partnering to deliver on one of our brand drivers. 

Objectives
Leverage the World Cup Sponsorship to increase guest counts and sales of French Fries during the tournament.

The Insight(s) Leveraged
Igniting brand nostalgia, brands like McDonald’s and Coca-Cola are special and unique. Everyone in America (and the world) grew up with these brands - they’re a true part of our lives, reminds millennials of their childhood. In these lived experiences, there is tremendous equity and power.

THE CREATIVE SOLVE

The Idea
Reignite latent brand affinity for McDonald’s and Coca-Cola…by providing a simple, fee-good moment with every purchase.  A fresh take on a classic. A modern new Glassware collection.

Our Role:
• Strategic platform development
• Promotional packaging 
• Product Design

DISCIPLINE
Promotional Premiums

PROJECT NAME
Coca-Cola Glassware

DATES IN MARKET
2018 The Marketing Store

PACKAGING
GAME/SWEEPS
DIGITAL

The Business Challenge
Standing out in the cluttered global field of brand activations around World Cup.  

McDonald’s® has been a sponsor of the FIFA World Cup since 1994, but their activation of this sponsorship has traditionally lagged other leading brands. So for 2014, we set out to change that. 

Objectives
Leverage the World Cup Sponsorship to increase guest counts and sales of French Fries during the tournament.

The Insight(s) Leveraged
When millennials see others sharing their passions, they want to join in. It's a generation that loves art, loves unique customization, self expression and, of course, loves McDonald's fries. They also love gaming and technology so we looked at how we could bring it all together. 

THE CREATIVE SOLVE

The Idea
We started by developing a strategic platform that we knew we could serve as a solid springboard to multiple executions in multiple channels by multiple agency partners. 

Global Activation- The centerpiece was the packaging itself – specifically their world famous fries. For the first time ever, we convinced McDonald’s to redesign their iconic fry boxes with original art that reflects the beauty and passion of soccer. This unique packaging also unlocked a high-tech mobile app*, GOL!, which allows soccer fans from every corner of the world to engage with each other through a fun, virtual trick-shot challenge. The app transforms the packaging into a realistic soccer field, where players try to flick a ball into the fry box, which acts as a goal. 

North American Sweepstakes- While this art-inspired packaging was making news around the world, we launched the national promotion in U.S. and Canada – Peel. Play. Olé! Olé! This way, fans who couldn’t travel to Brazil could still join in the celebration with this in-store instant win game and online sweepstakes. 

Our Role
• Strategic platform development
• Promotional packaging (including procurement of art from around the world)
• POP 
• Game pieces
• Online execution

Results
With the execution of over 1.5 billion simultaneously launched packaging pieces into 119 countries worldwide, our agency pulled off the largest global sponsorship activation in McDonald’s history. 

The campaign also received strong acclaim in the media including Huffington Post, Wall Street Journal, AdAge and a long list of global media. Forbes Magazine named it one of the top three brand activations (along with VW and Adidas) around the FIFA World Cup saying “McDonald’s won in three areas: on the field, online and at the restaurant”

 In other words, we succeeded in our GOOOOOOOOOOOOOLLLL! of uniting McDonald’s and the passion of FIFA World Cup Brazil with millennials and beyond in virtually every market across the globe. 

DISCIPLINE
Promo Activations

PROJECT NAME
FIFA World Cup Global Activation 

DATES IN MARKET
Summer 2014

STRATEGIC PLATFORM DEVELOPMENT
WEB ONLINE 
DIRECT MAIL
POINT OF SALE

The Business Challenge
Consumers may love their Nissans, but they don’t feel the same loyalty to dealer service. Especially once a car is out-of-warranty, convincing owners that their dealer is the smartest place for ongoing maintenance can be a difficult task. 

KPIs
Primary: Drive customers to dealership for all services. 

The Insight(s) Leveraged
Halloween isn't just for kids. There's a unique excitement we feel in the act of 
trick-or-treating. It's that moment you walk up to a neighbor's house, ring the doorbell and see what lands in your goodie bag! Importantly, if you like what you get, you go back for more.

THE CREATIVE SOLVE

The Idea
To address these concerns we developed a calendar of promotional programs quarterly. One example wasthe “Keep Summer Rolling Sweepstakes”this was educational, fun, and offered the chance for customers to win one of three new Nissan vehicles among hundreds of other prizes. 

Solution
Our proprietary analytics platform, CIC™, learned customer patterns within Nissan’s service data, segmented customers based on their behaviors, demographics and psychographics, and prescribed marketing decisions that drove personalized timing, content and offer strategies within Nissan’s CRM systems. The CIC™recognized customer behavior and optimized strategies in real time to best connect with their needs and drive service sales.

Impact:

The sweepstakes promotion was highly successful and drove over $100 million in service sales for Nissan North America. It even re-engaged customers who had been out of touch with the brand for many years and reminded them that being a part of the Nissan family was important. 
This now evergreen promotion continues to be one of Nissan’s most successful campaigns, and has been instrumental in the company surpassing Honda as automotive aftersales service leaders in the U.S 
The Marketing Store drove a 200% increase in Nissan service loyalty in North Americawhich amounts to hundreds of millions of dollars in incremental revenue annually. Our analytics prowess earned us the position of Global Aftersales AOR for Nissan

DISCIPLINE
CRM/Loyalty

PROJECT NAME
Nissan

DATES IN MARKET
2014-2018

STRATEGIC PLATFORM DEVELOPMENT
MOBILE APP
PARTNERSHIPS

The Business Challenge
Increase customer loyalty and decrease subscriber churn.

KPIs
Drive new customers. 

THE CREATIVE SOLVE

The Idea
To address these concerns one example promotion we developed was wit with Nordstrom who invested heavily in a new brick and mortar experience and challenged us to create a promotional strategy to drive new customers to come to the store without devaluing the brand or decreasing the AOV.  

Solution
Leveraged relationship with T-Mobile executives to leverage the appreciation framework and architect a strategy to bring it to life through a simple ownable idea—T-Mobile Tuesdays, a weekly thank you to all of their customers. 

Impact
In two years, the T-Mobile Tuesday app recorded more than 21 million downloads and 14 million registrations. This has led to 117 million Tuesday participations and more than 100 million redemptions. The program has been so successful, that we launched version 2.0 (T-Mobile Evolution) in October 2017. 

DISCIPLINE
Loyalty

PROJECT NAME
T-Mobile Tuesdays

DATES IN MARKET
2014-2018

DIGITAL MENU BOARDS
POINT OF SALE

The Business Challenge
Guest counts are down. Increase customers average check by adding a $1 soft drink or $2 McCafé to their food purchase

KPIs
Primary: Drive guest counts and sales of core beverage items. 

Secondary: Position McDonald's as #1 spot for summer beverages at a great price

The Insight(s) Leveraged
Remind consumers that McDonald’s offers a wide range of beverages at the perfect price and taste. Break people free of the perception that McDonald’s does not fit into their daily beverage budget

THE CREATIVE SOLVE

The Idea
Created fresh summer look featuring refreshing McCafe & Coca-Cola beverage shots.  Look builds on the new dollar menu graphics that were recently launched. Look was picked up from a local kit to the US look.

DISCIPLINE
Promo Activations

PROJECT NAME
McDonald’s Summer Dollar Beverage Promotion

DATES IN MARKET
Summer 2018

STRATEGIC DEVELOPMENT
CONCEPT DEVELOPMENT
DIGITAL APP/WEBSITE
PACKAGING
GAME PIECE
POINT OF SALE

The Business Challenge
Position Happy Meal as the go-to meal and entertainment source for parents.

Solidify HM’s Global position as the premier kid’s meal and play source

KPIs
Drive guest counts. Ultimately, drive incremental sales

Registration/Penetration Participation frequency

The Insight(s) Leveraged
The Minions Movie is a unique opportunity to connect with both kids and adults across a variety of platforms. 

In addition to the Minions Happy Meal, McDonald’s can deliver a sales-building, all family event with Minions through 360° activation. 

THE CREATIVE SOLVE

The Idea
Minions Take Over McDonald’s: A Holistic Activation Plan 

The program title is Minions Take Over McDonald’s and builds from the shared values of the Minions and McDonald’s brands: lighthearted, mischievous, lovable fun. 

•      Created an all-family brand activation that leverages one of the most lovable characters in animated movie history – The Minions. 

•      In partnership with NBC/Universal, this global level activation is intended to help amplify local market activity surrounding the movie launch and in-restaurant activity. 

•      RMHC Overlays are another opportunity to extend the fun and do good at the same time. 

•      The Minion Movie is that special property that can both drive sales and brand momentum. 

Why do you believe it’s powerful?
Strong insight. Ownable, fun Simple engagement; both familiar and exciting. Relevant prizing.

How did you innovate?
We leveraged everything from the McDonald’s & NBC Universals Global Scale  to fully capture the MANIA of the Minions to create family events that elevate our Simple, Truly Together Moments.

DISCIPLINE
Promo Kid/Family Activations

PROJECT NAME
McDonald’s Minion Movie Family Activation 

DATES IN MARKET
Summer 2015