MCRIB COMEBACK TOUR

When McDonald’s in Southern California decided not to offer the McRib. Some fans were disappointed. Others were openly angry. So when the McRib finally returned, we decided to call it a comeback tour. Complete with posters, fan giveaways and even a tour bus.

Winner of three ADDY Awards.

Out of Home

The streets of SoCal were suddenly filled with out-of-home and posters advertising the new tour. And there were five different versions. Punk, Latin, EDM and Rap were all represented.

The reaction to the out-of-home creative was above and beyond what is typically seen in the market. People posted pictures of billboards and commented all over social media, generating more awareness for the McRib promotion.

WEBSITE

All print, television and radio executions drove people to the mcribtour.com, the official website of the Pork & Pepper Tour. At the site, people could learn where and when to join the McRib Tour Bus. They could also generate their own backstage pass.

DIGITAL

Bold, bright and like nothing you’d expect from McDonald's, our tour graphics appeared in display banners for both desktop and mobile. The loud, eye-catching banners achieved a CTR of .66% approximately 3 times the industry standard.

Television

For TV and web, one spot was created for the General Market and one for the Hispanic Market. The GM spot leveraged our K-Pop look to create a high-energy concert promo filled with cheering McRib fans. The HM spot, featured a truly unusual floating pig head dancing to an appropriate Latin beat.

Activation

A tour needs a tour bus. So a large coach was wrapped with the Pork and Pepper Tour graphics. The bus made appearances at popular music venues all over Southern California, engaging with fans and spreading the word about McRib. The bus was accompanied by activation teams who handed out McRib tour swag to the fans who presented their badge created on the campaign microsite.

Snap Chat Filters

Visitors to our activation sites could share the experience on their social feeds. Using geo-targeted Snapchat filters, people could frame their photos with their favorite McRib Tour graphics.