McDonald's Poland

Is it possible to make highly effective ads that…disappear after 24 hours?

The results

During a 5 week-long campaign 2forU Stories reached more than 5,5 million people on social media, with over 29 million media impressions.

The challenge

How to get young people's attention?

Nowadays fastfood restaurant’s have an impressive offer for youngters in a low price range. Trying to be a pioneer in this areas McDonald’s wanted to refresh the image of 2forU - their product for youngsters. And here we had 2 main business challenges – increase YoY sales and increase guest count.

The solution

Meet us on Instagram

McDonald’s launched a special promotion for youngsters that consisted in issuing different 2forU coupons daily. We connotated this mechanism with a medium that’s roaming with young people – Instagram Stories – and translated both the mechanics of the promotion and the mechanics of Instastories directly to our digital campaign.

That meant producing 35 Instastory-like spots that disappeared after 24 hours. We gave them the name of 2forU Stories. Each spot revolved around the offer from the given day. Each of them was shot exclusively with a phone. Each of them was vertical and included Instastory-like assets, such as stickers, filters, superzooms etc. And each of them disappeared after 24 hours and not a second later. To top it off, we made a one of the kind TVC spot in the same manner. Wants more? Each of them was shot exclusively with a phone.