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Assignment. Introduce McCafé as an attractive alternative to higher priced products from national and local specialty coffee chains (i.e. Starbucks, Coffee Bean and Tea Leaf, etc.)
Solution. To heighten our consumer’s experience, we launched McCafeTime.com, featuring an interactive game – McCafé Madness – that offered a fun break and $1 off coupon on completion. Icy-cold Frappés were promoted through our “Hawaii just got cooler” campaign. We organized a non-traditional flashmob in busy downtown Honolulu. Holding Frappé cups in hand, actors covered in ice and snow froze in tandem and created an inescapable sight. A redesigned frosted McCafeTime.com home page, rich media banners, POP’s and crew t-shirts helped extend the “Hawaii just got cooler” theme.
Results. During the launch, the McCafé microsite received an unprecedented
50,000 page views in the first month alone and helped McDonald’s of Hawaii finish #1 in the nation in comp sales. Social media created enormous spikes in traffic to the site, and the non-traditional flashmob promotion vaulted McDonald’s of Hawaii to #1 in Frappé unit movement.