Getting America

Buzzing About Chicken

WOMMA 11/14/08
 McDonalds Legacy

Leaders have to be innovators

Innovative products and

innovative ways to sell and
market them
 Breakfast

Legacy of innovation
at breakfast

Egg McMuffin,
McGriddles
 Next Big Step

Chicken.
 Beyond Eggs

Chicken for
breakfast?
 Chicken with Buzz

Hope that chicken for breakfast was unique

enough to start conversation

But we couldnt rely on that alone

Build on the inherent uniqueness of chicken for
breakfast
Leverage the universal appeal of the Chicken vs. Egg
debate
 Setting Up the Debate

Take a known entity and make it new

Creative extension of an age old

conversation
 Program Overview

Standard product launch tactics

Extended Goals of
Driving traffic to restaurant through buzz-generating
viral outreach and ethnic-market activation

Inciting debate about chicken for breakfast via an

interactive, online consumer experience

Bolstering McDonalds leadership position in the

breakfast category while communicating our legacy of
innovation and quality
 How We Did It

National Sampling Day

WhatCameFirst.com
Exclusive CNBC Story/Viral Activation
National Media Relations
Dance Like a Chicken Day
Local Market PR Support
Internal Communications
 WhatCameFirst.com
Customizable game to
make chicken and egg
characters complete in a
animated dance-of

Ability to forward to and

challenge friends

Man-on-the-Street video
interviews with people
weighing in on the
chicken vs. egg debate

Bi-lingual
WhatCameFirst.com Results

More than 45,000 visitors on

sampling event day

150,000 visitors in first month

More than 40,000 dance ofs

WhatCameFirst sent
overwhelming
traffic to McDonalds.com on
May 15
 Exclusive Broadcast
Placement
Secured exclusive story on CNBCs Squawk Box to launch the
site and product on April 28
 Viral Activation
WhatCameFirst.com launched with an e-
mail to McDonalds consumer
database (1.4 million subscribers)

E-mail drove significant traffic to the site

and teased May 15 sampling day
Blogger Outreach
 National Media

Worked with U.S. Communications and the national market-

specific agencies to secure over 82.5 million impressions in
top-tier national media, including:
Media Driving Conversations

High profile
placements drove
spikes in discussions
and Web traffic:
Chicago Tribune: 129
comments
Consumerist.com: 166
comments
 Results

In the week leading up to the

sampling event, pitching resulted in
nearly 400 blog postings
More than 1,100 blog postings overall
More than 11,500 online discussions
about Southern Style chicken in:
Blogs
Videos
Discussion forums
Twitter (77 postings)
Sampling event drove 3x more
conversation than Dunkin Donuts
event
Online and offline buzz led SSC to be
the 13th most frequently searched
term on Google on the sampling day
 Community Outreach
Hosted Breakfast Sampling Event in
NYC with 19 media attending
Leveraged Terrence Js MySpace
network and worked with him to post
information about the Web site on his
personal page
 NYC Street Team
Activation
National Dance Like a
Chicken Day celebrations
outside morning TV shows
 Local Market PR
Worked with local markets nationwide to promote the national
sampling day and WhatCameFirst.com

Provided Arch Cards, branded sleeves and WhatCameFirst.com

t-shirts to various local markets, as needed
 Internal Activation
NBA All-Star Dwight Howard
recorded a video for
StationM, inviting crew
members to submit videos of
themselves dancing like a
chicken to win great prizes.

At Convention, Elliot Sadler

and Kasey Kahne took a few
minutes to debate, What
came first, the chicken or the
egg? and encourage crew
members to log online to
WhatCameFirst.com.
 Final Results

More than:
45,000 completed Dance-Offs
150,000 UNIQUE Web Site Visitors
11,000 online conversations
and with a media total of
162 million impressions
 Whats Next
Social Media is growing in importance
Moving from campaign-based to strategic,
on-going positioning
Chicken will continue to be important part
of menu
Quality will be important part of
communications
Thanks!