Australia, 26 June2015: Multi Channel Network (MCN) is today launching an activation for the new ‘made to order’ McDonald’s product Create Your TasteTM devised in partnership with OMD FUSE. The experiential campaign will see the new offering taken out of the restaurant and onto the road, with a fully customised food truck experience.
The activation allows customers to design their own fresh gourmet burgers from a Create Your TasteTM branded food truck, turned pop-up restaurant, which will be touring the country with executions at a range of high profile events.
The campaign kicks off today at the OZ Comic-Con Pop Culture event, at the Melbourne Convention Centre. These experiential activations will be amplified across MCN's TV and digital platforms to maximise reach and engagement in Create Your TasteTM.
MCN Multiply Activations Group Manager Kelly Carey said: “MCN is breaking new ground to create one-on-one interactions with consumers, within environments they are incredibly passionate about. It is very innovative for a media owner to be able to deliver such a unique execution in-house and MCN is thrilled to be leading this part of the Create Your TasteTM campaign.
“We have created a platform which allows the brand to engage with fans on social media and to encourage them to share their food creations. Ultimately, we are connecting McDonald’s directly with their desired audience, and through the strength of MCN’s offering, showcasing their new messaging and positioning,” she said. Customers can share their personalized burger creation with the hashtag #createyourtaste.
OMD Fuse Communications Director, Aaron Miller, said: “When we started this project we identified early on that MCN was the ideal partner to help us deliver this campaign. Their experience in large scale integrated campaigns and wide reaching audience base, are just some of the reasons why our partnership with MCN on this project really works.
The key to this campaign is trial and this project does just that, gets the product into people’s hands within environments you wouldn’t expect to see McDonald’s.”
McDonald’s Australia National Marketing Manager, Jo Feeney, commented: “MCN and OMD FUSE have worked with us to bring to life our very ‘Un-McDonald’s’ campaign positioning, which is all about showing audiences a very different offering with Create Your TasteTM compared to what their pre-conceived ideas of McDonald’s may be. The strength of the activation tour allows us to directly connect with consumers face-to-face to demonstrate the uniqueness of this new offering. The customer can then continue on a journey with the brand through online and across different screens. We love the creativity of the campaign and how it creates a memorable experience for customers.”
The activation will be rolled out across eight national events up until December and is proposed to continue into the New Year.
For more information: https://mcdonalds.com.au/create-your-taste
Further information: Laura Douglas (02) 9492 1002 / 0452 505 859 firstname.lastname@example.org
About Multi Channel Network (MCN)
Established in 1997, MCN is a joint venture between FOXTEL and FOX SPORTS. MCN is responsible for the advertising interests of 68 television channel brands, 88 websites, 33 m-sites/optimised mobile sites, 61 apps, 4 IPTV services, 3 Digital-Out-Home locations and Qantas In-Flight Entertainment. MCN delivers optimum campaign results for clients by combining high value audiences with an unmatched choice of premium content. MCN specialises in creative solutions, which bring life to ideas and deliver clients a better advertising experience. In addition to being the third largest television network in Australia by commercial audience, MCN has Australia's largest combined online and mobile network in Australia with a monthly online reach of 8.4m unique audiences and a monthly mobile audience of 4.7m. For more information: www.MCN.com.au