Star Hunt

Background

Saudis live during the night. It’s a ritual passed down from ancestors who, slept during the day to avoid the desert sun. They passed down another tradition of the night: star gazing. McDonald’s KSA was the 1st Fast food restaurant to get a license to open all night, which meant, no one was used to looking for an open restaurant LATE at night.

Idea

So, the message was put up where they were already looking. Up, in the night sky. Introducing their new Stars: The Fries Belt, The Sundae Nebula & the Big Maccer. Their promotion stars that only appear during the night. Their app was equipped with AR and all users had to do was point their devices at the night sky and hunt for the McStars. They could then redeem them art McDonald’s or get it delivered.

Results

McDonald’s became the star of the Saudi night. On the 1st night of opening:

• 200,000 McDonalds lovers reached

• 12% increase in sales

• 20,000 people came to McDonald’s

• Campaign cost covered in the 1st hour

• 1900% return on campaign investment