In order to build McDonald’s first completely consumer generated campaign, we started by tapping into their 15 million Facebook fans to ask for their photos and videos of some of their favorite moments (selfies, St. Paddy’s Day, their child’s first lost tooth, morning bedhead, etc.)

Facebook fans were directed to a site where they were able to submit their content into one of 12 categories as well as sign and submit release forms. We also built a gallery where selected content could be viewed on an ongoing basis.

Bit by bit we composed a campaign made up entirely of our customers lives and how McDonald’s fits seamlessly into it.

CREDITS CD/Writer: Mary Beth Adduci CD/Art Director: Karin Rose