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Assignment. Introduce the new Southern Style Chicken Sandwich and Biscuit to the local Hawaii market.
Solution. To complement the national advertising launch, Hawaii launched a microsite (git2knowit) to promote the new sandwich. Six :15 web videos were created for McDonald’s of Hawaii. Each video introduced the relatively unknown product by highlighting a particular attribute. Originally created for the web, they were also designed to be combined as :30 TV commercials.