Today McCafé Australia kicked-off a global McDonald’s imlovinit24 initiative – featuring a seven-metre wide, coffee cup-shaped ball pit.
Over 24 hours – all on 24 March, the program seeks to create unique gifts of joy for people all over the world through 24 activations, in 24 cities. A global video showcasing the best parts of all 24 gifts of joy will be released on Monday 30 March – and a new microsite, imlovinit24.com, has been set up.
The first event saw McCafé create a seven-metre wide, coffee cup-shaped ball pit that gave Sydney commuters the opportunity to break up their morning routine. Sydney-siders who passed the cup were able to indulge in a little childhood fun and enjoy a barista-made cup of McCafé coffee.
Mark Lollback, chief marketing officer of McDonald’s Australia, said: “We love doing things first and with McCafé starting out in Australia it was only fitting that we kick-off the global initiative in this way.
“We got the ball rolling by enhancing the morning routine of city workers, with an unexpected moment of joy centred around so many Aussies’ morning essential – a cup of coffee,” Lollback added.
The worldwide activity is a first for McDonald’s and over the next 24 hours, customers in 24 markets are invited to participate in local acts of fun and create a “wave of joy” across the globe. Other global events include a pyjama party in Italy, where customers in pjs receive free breakfast for 24 days; an ice coupon contest in Brazil, in which customers must redeem their coupon at a nearby McDonald’s before it melts; and special drive-thrus in the Philippines, Denmark and Vietnam.
The global initiative will end in the US with a free concert from global R&B singer Ne-Yo, who will sing a “Lovin’” anthem composed of crowd-sourced lyrics from fans.
Imlovinit24 will unfold throughout the 24-hour period on imlovinit24.com, where customers around the world can digitally experience events in other global cities.
“At McDonald’s, the customer experience is the focus of everything we do,” said Matt Biespiel, senior director, global brand development, at McDonald’s.
Campaign credits:
McDonald’s
Mark Lollback – Chief Marketing Officer
Bronwyn Powell – Senior Director of Marketing
Mark Wheeler – Director of Digital
Jo Feeney – National Marketing Manager
Skye Oxenham – Senior Corporate Communications Manaer
Rachel Mialkowski – Senior Brand Manager
Sheerien Salindera – Digital Marketing Manager
Leo Burnett
Mark Tutssel – Global Chief Creative Officer
Andy DiLallo – Chief Creative Officer
Guy Futcher – Creative Director
Brendan Donnelly – Creative Director
Iggy Rodriguez – Creative
Justin Carew – Creative
Amanda Quested – Client Services Director
Neil Duncan – Business Director
Adrian Jung – Executive Producer
OMD
Roisin Thanisch – Interactive Director
Debbie Ferris – Account Director
Thomas Hutley – Head of Word
Jacinta Manivong – Social Community Manager
Chantal Penning – Senior Digital Planner/Buyer
Partners:
Mango – PR
Habitat – Activation
Brightworks – Content
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