McDonald’s Australia, Unlocking Twitter Fandom (2020)

AGENCY: DDB Sydney

ROLE: Social strategY

We launched a bit of an experiment with Macca’s, mainly to see if we could lean into a text-lead expression of the brands tone of voice - and turns out, you can.

We knew that the way Macca’s central sees and speaks about itself is often different to the things that the people of the internet think and say about it. So what would happen if we leaned in to that and said things that our community would never expect from the McDonalds of old? What if we threw out Tweets designed for our subcultures rather than for the mass, mainstream audience that the QSR was used to speaking to?

The numbers have been pretty compelling on platform, but more importantly it’s been a huge spreader behaviour off platform. This jester tone of voice has begun to trickle into other platforms for the brand to great results. And even though audience numbers can be low in Australia, we learnt that if you’re a brand that has “playful” as a brand attribute or joker anywhere in your archetype this kind of throwing Tweets a probably a must have.

The icing on the cake has been endorsement from Twitter Australia as one of the best branded Twitter accounts in the country at present.

You can see more at @maccas