All Day Breakfast

Most agencies would give McDonald’s All Day Breakfast menu announcement exclusively to media, but we decided to work with Twitter to find the first people who tweeted, “When is McDonald’s going to serve all day breakfast,” to let them know it had finally arrived. We called it “The People’s Launch” and not only did it secured massive media exposure for the brand, but celebrated the news in a very Twitter-like way: via custom GIFs, brand retweets, and status and recognition for ultimate brand fans.