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McDonald's - Brand Integration

Driving results (thru) placement


Challenge

Use the power of entertainment to positively promote specific McDonald’s menu items.

Catalyst

Strategically select buzz-worthy shows for organic integration that could utilize talent that is already involved in one of their promotions, or talent that has personal passion for McDonald’s which could grow into a larger campaign.

How We Pressed Play

FRUKT partnered with The Late Late Show for integration in James Corden’s Carpool Karaoke skit to promote McDonald’s Songs of Summer Promotion with Coca-Cola. Strategically integrating with guest Selena Gomez, who is also a featured musician in the Songs of Summer campaign, FRUKT executed an integration during Carpool Karaoke where James Corden and Selena Gomez went through a McD’s drive-thru to get a beverage which featured Selena Gomez’s lyrics on the cup. 

FRUKT also leveraged McDonald’s media buy on Hulu to secure guaranteed integration in the popular digital series “The Mindy Project,” starring Mindy Kaling. Negotiating hands-on placements with the lead character and All Day Breakfast in three separate episodes, FRUKT was able to get hero placement and verbal mentions for the brand as well as focused placement for All Day Breakfast.  

Results

  • McDonald’s is the first brand ever to partner with James Corden in Carpool Karaoke
  • Carpool Karaoke received:
    • 73.5 million YouTube views
    • 1.39M viewers on initial broadcast
    • $80.6K exposure value
  • The Mindy Project received:
    • Exposure in 5 different episodes
    • 143 seconds of total exposure

FRUKT partnered with The Late Late Show for integration in James Corden’s Carpool Karaoke skit to promote McDonald’s Songs of Summer Promotion with Coca-Cola.

Results

Driving results (thru) placement

73.5M YouTube views
1.39M broadcast viewers
$80.6K exposure value