Happy Meal Readers: making reading fun
SOLUTION |
We at Be—it Agency decided to change the attitude towards reading in the society, thus building a long-term relationship between Mcdonald's and its clients. To make reading fun both for parents and children, we brought to life a story of Happy Meal books, created by Cressida Cowell exclusively for McDonald’s — a story about a family that travels back in time to study dinosaurs. We designed campaign experiences for parents and children, so that parents could actively participate and feel that fun. As a role model of the campaign we invited a progressive multi-artist and a father of two sons Monatik, adored both by adults and children. We put a huge dinosaur footprint near a McDonald’s restaurant in Kyiv to spark interest in the story. Photos with the footprint quickly flooded the social media informing the public about our campaign. Then, we launched a contest in social media searching for the biggest dinosaur fans. We also filmed an emotional video with MONATIK, a popular Ukrainian singer and young parent, reading Happy Meal books to the kids. It instantly went viral. To launch the books, we arranged a public reading by MONATIK. It gathered around 200 children and parents, including influencers & journalists. Other parents and an array of Ukrainian influencers joined us in social media and presented their own way of fun and interactive reading. |
RESULTS |
We started a discussion on a critical topic of families spending quality time together |