AVATARISE YOURSELF by The Marketing Store Worldwide for McDonald's

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AVATARISE YOURSELF

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Industry Fast food
Media Promo & PR
Market United States
Agency The Marketing Store Worldwide
Released November 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: McDONALD'S
Product/Service: RESTAURANT
Agency: THE MARKETING STORE WORLDWIDE
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: THE MARKETING STORE WORLDWIDE, Lombard, USA
Entry URL: http://www.bigbluebag.com/awards/2009/McDonalds/Avatar/
Planner: Armande Botrel (The Marketing Store)
Account Manager: Loica Digon-Garcia (The Marketing Store)
Location Director: Caroline Radat (The Marketing Store)
Vice President, Interactive Strategy Director: Geoff Miller (The Marketing Store)
Senior Vice President, Business Partner: Rob Pieper (The Marketing Store)
: Seth Fleischman (Oddcast)
Media placement: Website - Web site advertised on packaging and spread virally through social networks and - 01/12/2009

Describe the objective of the promotion.
How could McDonald’s break through the buzz surrounding James Cameron’s film Avatar to create a unique experience, quickly spreading news of the partnership throughout the world?

Describe how the promotion developed from concept to implementation
Originally part of an integrated global promotion for McDonald’s with glow-in-the-dark Happy Meal toys, the Avatarise Yourself promotion was first developed in Chicago. We pitched the concept with a live 3D Avatar demo, literally using the head of McDonald’s European marketing director. Upon approval, our team in France supervised 7 different language versions for 18 countries throughout Europe. Working with the production team in the United States, the site launched in December and quickly built enormous traffic virally around the world.

Describe the success of the promotion with both client and consumer including some quantifiable results
The website received 3 million visits during the first 2 weeks of the promotion, and almost 7 million in total. Buzz started immediately on social networks as people started sharing photos. Nearly half the visits resulted in people uploading images—an astonishing 3,226,439 photos were uploaded and 2,239,166 Avatars were created. The program quickly went viral with 6,754,422 visits by 3,471,865 unique visitors in two months. The English language site in Finland and Austria attracted visitors from around the world, driving 2,876,600 visits to the Finland site alone (and there are only 5.3 million people in the entire country!).

Explain why the method of promotion was most relevant to the product or service
Launched in December just before the movie released, Avatarise Yourself allowed fans in 18 different countries and 7 languages throughout Europe to transform themselves into a 3D, blue-skinned Avatar and share their creation with friends through social networks and blogs at www.avatarizeyourself.com.