McDonald’s amps up year two of fry day celebrations

#NationalFrenchFryDay is going after millennials, and putting Periscope on the big OOH screen to do it.

Originally published by Media in Canada on July 13, 2017 by Val Maloney

McDonald’s Canada is back for an expanded year-two campaign around #NationalFrenchFryDay.

Last year the QSR launched its first promotion around the day, broadcasting a one-and-a-half hour Periscope broadcast of fries being cooked from one of its locations. That live feed got over 170,000 views. Rashel Hariri, digital social media manager, McDonald’s Canada, said some people watched it for over 15 minutes because they were “mesmerized.”

“Part of our strategy, especially from the social side, is to connect with millennials” in a way that drives “more brand love,” she said.

This year, McDonald’s Canada is taking that Periscope feed to the next level, broadcasting it live on a screen at Toronto’s Yonge-Dundas Square from 12 p.m. to 2 p.m.

Similar to the activation it did recently for the launch of its all-day breakfast menu, McDonald’s will also be integrating tweets about #NationalFrenchFryDay onto the board. The execution is the first time a Periscope feed has been on a digital OOH board in Canada, and also includes custom McDonald’s fries in addition to the typical hearts.

The execution is being run with media from OMD and Periscope board support from Clear Channel and DIVE.

Beyond the media buy, the QSR is also promoting its My McDs app on the day, offering a free medium French fry with any purchase to those using the app in-store. Amina Qureshi, associate director, digital, OMD, said that will help McDonald’s achieve its KPI of building out its database.

The QSR has brought back its giveaways throughout the day on social, changing up last year’s t-shirts for Instagram friendly French fry pool floaties and towels. The pool floaties and towels will be available through Twitter, Facebook and Instagram throughout the day until they are gone.