McDonald’s goes to the movies with social media fans

Is the McDonald’s french fry a super hero? Or is the Big Mac an international spy? Canadians can have their say as the chain invites them to submit 140-character storylines for the chance to have them made into a short animated film. Consumers have until Sept. 6 to submit storylines that include at least one […]

Is the McDonald’s french fry a super hero? Or is the Big Mac an international spy? Canadians can have their say as the chain invites them to submit 140-character storylines for the chance to have them made into a short animated film.

Consumers have until Sept. 6 to submit storylines that include at least one McDonald’s character—Big Mac, McNuggets, French Fries, McFlurry and McWrap—on Twitter using the #MakeMyFilm hashtag, or online at 140CharacterFilms.ca.


TinMan, a Toronto-based animation house also responsible for a how-to video on YouTube that promotes the contest, will turn the winning submission (as selected by a team of judges) into a super short animated film. The concept for the campaign was developed by McDonald’s digital agency of record,Tribal DDB.

McDonald’s told Marketing that its consumers are movie buffs that love to be creative. The contest, it said, offers the opportunity to “combine all of these things with their love of McDonald’s. We thought they’d enjoy the opportunity for engagement, recognition and fun prizes.”

When asked why the chain didn’t leverage existing and long-running characters such as the Hamburglar and Grimace, McDonald’s said it wants the food to be the focus of this contest. “We are offering our fans a creative way to have fun with our food.”

While no campaign is immune to the trappings of the internet, anonymous posts or unsavory hijackings, McDonald’s doesn’t show signs of concern and points to the guidelines and rules in place to steer consumers in their creativity.

“We are offering our fans a fun and playful way to engage with McDonald’s and to enjoy the benefit of doing that,” it said. “We encourage our fans to interact with this contest in the spirit it was intended.”

But McDonald’s knows a thing or two about engaging with consumers online and leaving a brand out in the open, having launched the popular “Our Food. Your Questions” campaign last year. The campaign helped McDonald’s Canada win as Marketing‘s Marketer of the Year in 2012.

The effort played a role in the #MakeMyFilm campaign, allowing the fast food chain to “garner more customer insights and what appeals most to them,” said McDonald’s. “Some of the contest details are more tailored to their preferences as a result of that open dialogue.”

McDonald’s is supporting the campaign through digital and social media.

Brands Articles

Moneris predicts the (almost) end of cash

Survey finds 25% of young Canadians prefer paying with a mobile wallet

Coca-Cola brings mid-calorie drink to Canada

Naturally sweetened 'Life' brand launches with extensive campaign

Marie Callender’s aims to free moms of mealtime guilt

ConAgra-owned frozen entrée brand launches campaign with real moms

Ace Bakery rises up with first campaign

'Discover Great Bread' is based on consumer truths about bread

Activia brand positioning shifts from function to emotion

Canadian rollout relies heavily on digital to court millennial women

Snapchat drops the ‘chat’

Company also introduces new 'Spectacles' product

An agency exec makes the case for artists in the boardroom

Ron Tite offers CMOs a perfect roadmap for organizational creativity

Canadian CMOs open up about their 2017 priorities

Execs from Rogers, the AGO, Canadian Olympic Committee share the MES stage

Air Canada surprises Americans with 48 hours in Toronto

The brand's latest campaign aims to make Toronto a desirable layover stop