The Campaign That Went So Wrong, It Went Right

McRib_Test.notification_16.10.24 [TEST]

...the push notification sent to 1.8m users of the McDonald’s app, kickstarting a series of playful blunders that teased the return of the iconic McRib. The McDonald’s menu item is followed by a legion of loyal fans worldwide who track it’s appearance across the globe. We harnessed the cultural zeitgeist and played on the McRib’s quirky appearance and fluctuating existence to build a campaign built entirely from mistakes; fails fuelling fame, slapstick driving speculation, and a whole load of pent-up demand. We drove customers to McDonald’s restaurants and rocketed them back to dominance in pop culture. A McFail we were not.