BRIEF:

Create an integrated campaign that celebrates the inherent democracy of the McDonald’s UK brand. The People’s Restaurant; It doesn’t matter who you are or where you come from, there’s a McDonald’s for everyone.

TARGET:

Males/Females: 16-34

SOLUTION:The House of Arches is a mock government for the people of McDonald’s.Through an array of social media, the patron will develop a more invested relationship with their favorite food group. Their participation can actually change the McDonald’s menu, and by doing so, land them a good deal on their next meal.

*WewillfollowthecustomerexperiencethroughavotebetweentheWhings

(chicken)andMeatbeef(beef)parties.*

McDonald’s_The House of Arches

Art Direc tor

MATT ROGERS

Print_Newspaper

The House of Arches is ruled by parties, each represented by a food group on the McDonald’s menu. Each with its own identity and agenda.

•The Meatbeef Party (beef) •The Whings (chicken) •Filet-O-Party (fish) •Golden Glory (fries) •Leafy Greens (salads) •The Sweet Eaters (desserts)

Print_Newspaper

In Store

“We are Meatbeef. We stand for beef and nothing less. We were the first, the original, and are still the best. It is our philosophy that the means to a satisfied belly lies only between two beef filled buns. We MeatBeefers know that a meal should be measured by nothing less than its weight in quarter-pounds. No sissy talk here, we only use words like Big, Double and Tasty. Melt some cheese upon us and call it a day.”

“We are The Whings. A party comprised of the finer cuts. Though always tender, we aren’t soft. We stand firmly for the simple solution. We want to leave you feeling pleasantly full, never too light and never too heavy. There are few things in life more important than the tender flavors that always add, but never offend. Put us on the grill or in the crisper. There is no wrong way with The Whings.”

House of Arches_ Microsite_Intro

*Here’showitworks* · Join a party via microsite or Facebook. · Each week a bill is presented to two opposing parties. · Vote via microsite, Facebook, or Twitter, and help your party gain control over The House to win the bill. · Win the bill and the specified regular menu item will be offered for 99 pence on the Saver Menu for a limited time.

House of Arches_ Microsite

House of Arches_ Microsite_Mobile

Social

A “mayor” of a McDonald’s location can choose ANY item under the winning party’s menu at the Saver Menu price for the duration of that promotion. i.e. If the “chicken” party wins the legislation, a mayor can go into their McDonald’s and order any chicken item for the Saver Menu price of 99 pence.