Hamburger Menu Takeover|海报/平面|广告营销案例【ADGuider广告指南】

汉堡包菜单接管

案例简介：背景每天，1.31亿人使用汉堡菜单，互联网的通用导航图标。问题是，你不能用它来点汉堡。按照麦当劳的看法，如果它被称为汉堡包菜单，您应该可以从中获得真正的汉堡。通过这种数字激活，该品牌的目标是在新的多维媒体空间 (Reddit) 中推动社交对话并扩大品牌爱，同时还通过该应用程序推动试用和来宾计数。麦当劳开发了这项独特而引人入胜的活动，特别是针对Reddit领域内的目标。描述创意 80年代，诺姆·考克斯发明了汉堡菜单。麦当劳有史以来第一次允许粉丝通过互联网的 “汉堡菜单” 获得一个汉堡。还有什么比在他们自己的主页和互联网的首页上更好的地方: Reddit。因此，在12月3日-诺姆·考克斯 (Norm Cox) 的生日那天-人们启动了他们的移动浏览器，以从麦当劳的 “汉堡包菜单” 中删除汉堡。com d Reddit.com。描述策略麦当劳希望在一个新的、维度的媒体空间 -- Reddit -- 推动社交对话，扩大品牌爱，这也推动了审判和客人的数量。为了实现这一目标，该品牌的目标受众是快餐爱好者和有技术背景的人，如网页设计师、程序员和程序员。这些人天生就熟悉汉堡包菜单图标，并欣赏新功能，并要求他们单击移动设备上的汉堡包菜单图标，从中订购实际的汉堡。作为美国访问量第三大的网站，Subreddits涵盖了众多主题，并在其移动网站上显示了本地汉堡菜单图标，麦当劳与Reddit合作，以最大程度地提高此次导航收购的影响。描述执行情况汉堡包菜单是一个数字导航接管，n Reddit.com一个d McDonalds.com，通过让汉堡迷只需点击汉堡包菜单图标就能订购麦当劳汉堡，从而改善了用户体验。尽管这主要是导航菜单的收购，但此次购买还包括有针对性的subreddit收购和桌面主页收购，其中Reddit的 “Snoo” 打扮成臭名昭著的hamburfar。麦当劳在Twitter，Instagram，Facebook和Reddit上发布了内容，以使全世界了解2018年12月3日举行的为期一天的技术收购。列出结果激活使该应用程序 (WoW) 上的汉堡优惠赎回近三倍。该应用程序还在短短24小时内看到了近2k + 增量下载。该广告系列超过了所有3个广告系列指标，其中的预告片内容尤其使点击率比麦当劳的广告系列平均水平高出109%。 24% 超出了Reddit的点击通过基准测试。由 “汉堡包菜单” 发明家Norm Cox主持的AMA在1小时的会议中看到了450多条评论，也获得了近500万的印象。AMA托管在一个晋升的帖子中，该帖子在提供高参与度组件的同时继续覆盖我们的消费者。

汉堡包菜单接管

案例简介：Background Every day, 131 million people use the Hamburger Menu, the Internet’s universal navigation icon. Problem is, you can’t use it to order a burger. And the way McDonald’s sees it, if it’s called a Hamburger Menu, you should be able to get a real burger from it. Through this digital activation, the brand’s goal was to drive social conversation and expand brand love in a new and dimensional media space (Reddit), while also driving trial and guest counts through the App. McDonald’s developed this unique and engaging campaign especially for the target that lives within the Reddit-sphere. Describe the creative idea In the 80s, Norm Cox invented the Hamburger Menu. For the first time in history, McDonald’s allowed fans to get a burger through the Internet's "Hamburger Menu". And what better place to do it than on their very own homepage and on the Internet's front page: Reddit. So, on December 3rd - Norm Cox's birthday - people fired up their mobile browsers to get a burger off the "Hamburger Menu" on McDonald's.com and Reddit.com. Describe the strategy McDonald’s wanted to drive social conversation and expand brand love in a new and dimensional media space — Reddit — which also driving trial and guest counts. To achieve that goal, the brand targeted an audience of fast food lovers and people with backgrounds in technology, such as web designers, programmers and coders. These individuals would be inherently familiar with the Hamburger Menu icon, as well as appreciate the new functionality, and asked them to click the Hamburger Menu icon on their mobile device to order an actual burger from it. As the third most visited site in the United States, with Subreddits covering a multitude of topics and a native Hamburger Menu icon on their mobile site, McDonald’s partnered with Reddit for maximum impact of this navigation takeover. Describe the execution The Hamburger Menu was a digital navigation takeover on Reddit.com and McDonalds.com that improved the user experience by giving burger fans the ability to order a McDonald’s burger simply by tapping the Hamburger Menu icon. Though this was predominantly a navigation menu takeover, the buy also included targeted subreddit takeovers and a desktop homepage takeover that featured Reddit's "Snoo" dressed as the infamous Hamburglar. McDonald’s pushed content on Twitter, Instagram, Facebook and Reddit to let the world know about the techy one-day takeover held on December 3, 2018. List the results The activation drove nearly triple burger offer redemptions on the App (WoW). The App also saw nearly 2k+ incremental downloads as a result in just a 24-hour period. This campaign exceeded all 3-campaign metrics with the Teaser content in particular driving a 109% higher click through rate than McDonald’s campaign average. Reddit's click through benchmark was exceeded by 24%. The AMA that was hosted with "Hamburger Menu" inventor, Norm Cox, saw over 450 comments in the 1-hour session which also garnered nearly 5M impressions. The AMA was hosted within a promoted post, which continued to reach our consumers while providing a high-engagement component.