BUILD THE LEGEND. GET THE LEGEND.
Bringing chicken, bacon, and onion together in a unique way has McDonald's new CBO sandwich set to be Canada's next legend. So we sent Canadians on a journey to assemble their own using Instagram.
by Jordan Gladman & Mike Johnson
THE CBO HEROS JOURNEY
1. Using phone pairing technology,the outdoor board sends a burger to your phone when you visit the website and are standing nearby. 2. Continually swiping up keeps it lifted on his back as you head toward a nearby McDonalds. 3. The closer you get, the faster you have to swipe to keep from dropping it, and the bigger the discount. 4. Make it all the way and your CBO is free!
by Anthony Chelvanathan
CBO GRAM IT GET IT
To engage Canadians and turn the CBO into McDonald's next legend, we created an out of home campaign that drove to mobile and asked young Canadian adults to spell out the letters C,B & O, using three consecutive pictures on Instagram, including #CBOGramItGetIt. When they did, their Instagram feeds acted as social ads for CBO, and in return, they were instantly rewarded with a free CBO coupon via Instagram DM from @McDonaldsCanada.
by Jordan Dunlop & Ryan Chiasson