Case: McDonald’s, Great Taste…
ADD MORE AMERICA
To launch “The Great Taste Of America” burgers we made a YouTube header with a very simple but effective mechanic: Clicking.
More clicks more America
While clicking is often to be avoided, the campaign was so compelling; it drove increased viewing time (10 seconds above average), increased interaction (7.5 times the average) and high click-through rates (above 3%).
5.1m unique users reached – 98k more than estimated
26m clicks to ‘Add More America’ generated interaction rate of 12.38% – 7.5x the DoubleClick benchmark
1.7m users generated an average of over 15 clicks to ‘Add More America’ and 10 seconds average interaction time.
MSN and Yahoo were the campaign’s best performers with 3.33% and 2.96% CTRs respectively.
YouTube was the predominant driver of impressions and clicks (clicks – 129,129)
