All Day Breakfast

Most agencies would give McDonald’s All Day Breakfast menu announcement exclusively to a national media outlet on embargo, but we decided to work with Twitter to find the first people who tweeted, “When is McDonald’s going to serve all day breakfast,” to let them know it had finally arrived. We called it “The People’s Launch” and not only did it secure massive media exposure for the brand, but it celebrated the news in a very social first way: via custom GIFs, brand retweets, and status and recognition for ultimate brand fans.