McDonald's responds to food myths

The internet can be a conductor for myths, so when McDonald's decided to speak up about the falsehoods around its food being spread online, OMD implemented a digital strategy to combat the negative media attention.

The agency leveraged social, display, mobile and video, placing banner ads with real questions from consumers about the QSR's food to encourage people to visit the "Our Food. Your Questions." microsite created by Tribal Worldwide. Each question was answered individually via text, photos and video and placed on the brand's social media pages and website.

The campaign was taken offline and amplified with OOH executions, such as projecting received questions and answers on the sides of buildings, as well as subway dominations and street-level executions. The brand used television as the story began to spill over onto news stations, aligning McDonald's TV ads with news segments talking about the campaign, all of which helped drive 1.2 million unique visitors to the microsite.