Golin and McDonald’s
All Day Breakfast Press Announcement: The People’s Launch
This fast-food company has languished with flagging sales and a poor image. But its breakfast menu was one of the company’s mainstays. However, over time, regulars began to make it clear they wanted to eat breakfast according to their own schedule, not one set by a corporation. Slowly, one of McDonald’s brightest spots began to dim.
Clearly, one of America’s most iconic restaurant chains was ready for a revamp.
So when the company finally decided to roll out an all-day breakfast menu, it tasked Golin with announcing something customers had already asked for. And by the time Golin got involved, the launch had been leaked and customer interest had begun to dip.
Golin’s task was to make the "official" launch exciting, new, and personal. Rather than hold a traditional press event, the launch recognized McDonald’s regulars as the forward-thinking people they were, right where social conversations were happening — on Twitter.
One judge thought it was the "best use of social as not only a channel, but also as central to the idea."
Working with the fast-food chain, Golin’s team broke the news by telling it to the first person to have ever asked for a 24/7 breakfast menu — all the way back in 2007. The team followed that up with more than 4,000 individualized Twitter responses.
The announcement trended on Facebook and Twitter for more than five hours. At the conversation’s peak, there were 340 tweets per minute about All Day Breakfast.
"Right channel, right tone," another judge said.
The announcement generated 245 media placements, 1,100 influencer brand engagements, and 48 mentions in earned media stories about the launch strategy itself.
More importantly, McDonald’s stock regained sorely missed energy, rising 25% in one quarter. And same store sales recorded the strongest quarter in the last four years.
Ketchum and The Hershey Co.
A leaked photo of an unreleased product disrupted a Hershey launch and dealt a blow to customer anticipation. In a deft improvisational act, Ketchum’s social team took a situation that had slipped out of the company’s control and used humor to sustain speculation and push product hype over the top. As a result, the official announcement on Facebook generated almost 750,000 views in a single day. The news had reached more than 1.1 billion people mere days later. Since #Cupfusion’s launch, volume expectations have increased by more than 200%