SHIFT has helped drive local consumer engagement through feel-good campaigns, media and influencer relations, events and crisis communications since 2012
McDonald’s needed more immersive, community-oriented local events and feel-good campaigns to connect with audiences and create brand affinity
SHIFT supports a network of McDonald’s owner/operators across the New England region. Through traditional media and influencer relations, events, buzz-worthy activations, crisis support and more, SHIFT works diligently to support the overall brand, promote new product launches, position McDonald’s as an employer of choice and engage with each restaurant’s local community.
To do so effectively, SHIFT analyzes key audiences, such as millennials, families, the budget-conscious and convenience-seeking consumers, and develops authentic and impactful brand experiences and storytelling moments that continue to generate consumer and community engagement across the region. Here’s an overview of some of our favorite campaigns to date:
Big Mac ATM
To create buzz around the launch of the new menu items, SHIFT launched a customized digital ATM at the Kenmore Square McDonald’s to distribute free samples of the new Mac Jr., Grand Mac and classic Big Mac sandwiches. The event took a true integrated approach across paid, owned, social and earned and drove a steady stream of customers wrapped around the block.
sandwiches dispensed by Big Mac ATM
impressions from hundreds of articles
Happy Meal’s 40th Anniversary
To generate exposure and drive purchases, SHIFT sent limited edition Happy Meal mailers to traditional media and social influencers with vintage-inspired Happy Meal toys from past decades to help older millennials and families tap into the feeling of nostalgia and to create shareable moments. SHIFT also leveraged traditional media pitching to spread awareness across the region.
Instagram stories & posts
Instagram likes + 18,000 story impressions
@everydaymaggie #ad I’ve always wondered what it was like to work @mcdonalds…😅🍟 #mcdonaldscareer #mcdonalds #fyp #boston #PepsiApplePieChallenge ♬ FEEL THE GROOVE – Queens Road, Fabian Graetz
Working at @McDonalds was truly a dream come true! I had the opportunity to go behind the counter as a “Crew Member For A Day” and learn all about their amazing team and career growth opportunities. From flexible schedules to tuition assistance to professional development, Mickey D’s is a great place to work for full or part-time opportunities, seasonal jobs or to kickstart your career in the hospitality industry! Want to join the crew? Visit McDonalds.com/careers to learn more and apply to a restaurant near you, or text ‘apply’ to 38000 to start an application via text♬ LITTLE MO’ BETTA – David Davis
Employer Brand Love
When McDonald’s faced a major labor shortage during a critical time for the business, we created new ways to showcase its special work culture and boost applications. We paired a “Crew Member For A Day” campaign — putting local influencers behind the counters to share our hiring message out authentically — and earned media — focused on first-person accounts of the restaurants’ caring culture — to boost the employer image and applications.
boost in applicants vs. the same period the year prior
visits to the career page from influencer posts and boosts
social media engagements on influencer posts
hiring and culture-focused articles and segments
views of CBS News local and national “Mama McDonald’s” segments
Essential Worker Appreciation with McDelivery
Amid the national COVID-19 pandemic caused, we refocused PR efforts on positioning McDonald’s as a good neighbor, trusted community partner and caring employer. SHIFT worked directly with local owner/operators to coordinate hot and fresh breakfast donations via McDelivery to support healthcare workers and first responders across all six New England states.
event coffee donations with the Red Cross
free breakfast coupons