McDonald's Quarter Pounder — Matt Dalin

Matt Dalin – Freelance Creative Director / Art Director

McDonald’s Quarter Pounder

Integrated - Digital/Social/TV
What can you say about McDonald's new 100% fresh beef Quarter Pounder that’s made when you order it?
Nothing. It’s so good, it leaves you speechless.

American Advertising Federation: Best in Show, 2 Silvers, Bronze
(Innovative Use of Interactive/Technology, Digital Creative Technology Interface & Navigation, Social Media).
The Webby Awards.
The Effie Awards.
Record for the most user-initiated views on YouTube.
YouTube Best Ad of The Year.
440 million YouTube masthead impressions.
Twitter engagement rate of 63%.
Search demand for "McDonald's Quarter Pounder" increased by 300%.
Searches for "McDonald's new burger" increased by 400%.
100,000,000 Quarter Pounders sold in the first 8 weeks (most successful launch of the year).

Case Study

Digital
We paid celebrities a lot of money to describe the new fresh beef Quarter Pounder on Youtube, a sound-heavy platform. Bad idea, because they were left speechless. So we hacked the built-in closed captioning tool in a way that’s never been done before.

TV
On TV, our customers got some help after they were left speechless as well.

Social
And the social media influencers we partnered with to try the new fresh beef Quarter Pounder? You know what happened.

In the end, we proved that sometimes the best way to make a lot of noise is to say nothing at all.