Given the recent national launch of Frozen Strawberry Lemonade, the latest addition to the McCafe line, McDonald’s recently came to the Dalton Agency with the task of creating a fun campaign to increase buzz surrounding this new product.
They asked the agency to create a promotion that people would talk about, so we started by listening. Through social media monitoring we realized people were talking about our talking lemon from the McDonald’s TV spots. Given the success of our McCafe Frappe Scavenger Hunt, we decided to give McDonald’s fans the opportunity to seek out giant replicas of our talking lemon hidden all over town. In return, they would receive coupons for a year’s worth of Frozen Strawberry Lemonade.
We carried the promotion across three states and four Co-Ops: Jacksonville, Central Florida, Savannah, and Columbia. Our McDonald’s team hid lemons in the wee hours of the morning in various places across town. The promotion was announced on radio and listeners were led to the radio station websites for clues on where the lemons were hiding. Clues were also released through our local Twitter accounts.
After two weeks of the promotion, several winners have redeemed their lemons and new Frozen Strawberry Lemonade is all the buzz about town. Check out the pictures below to see just a few of the places our talking lemons have been!