McDonald’s - Ride and Dine
PRINT / EXPERIENTIAL
Project: McDonald’s wanted to introduce and encourage late night drive-thru dining.
Challenge: Potential late night diners were most likely to be leaving bars, after consuming alcoholic beverages. We needed to address this target audience in a responsible way that was consistent with the brand image of the Golden Arches.
Solution: Promoted responsible partying with a simple underlying philosophy – “Don’t drink and drive. Ride and dine.” A customized cab was created that offered people leaving bars free rides home via the McDonald’s drive-thru. The cabs featured messaging inside and out. In addition, lighthearted “sobriety messaging” was created – always showcasing a safe and delicious alternative to driving under the influence.
Results: During the promotion, late night sales rose 20%, guest counts increased by 17%, and drunk driving citations in the region declined 14%.
My Role: Creative concepting. Art directed all design executions and worked with a copywriting partner to ideate the family of concepts.
A customized cab caught people’s attention and provided FREE rides home, which included a stop at a Mcdonald’s drive-thru. Messaging continued inside the cab’s interior.
Ronald McDonald’s wallet was left behind in the backseat of the cab for passengers to find and take with them. It included his drivers license, personal photos, a ketchup packet, list of McDonald’s locations and a gift card.
Bar patrons were invited to participate in the “Walk the Fry” sobriety test. A Bar coaster sobriety test boosted both safety and appetites.