MCRIB TOUR

Over the years the McRib sandwich has become a cult sensation. Its not on the regular McDonald's menu and comes and goes as it pleases. In 2015 McDonald's had decided not to offer the McRib which left passionate fans disappointed and angry. So when the pork gods had decided to bring it back in late 2016, the creative team at Davis Elen Advertising went to work to deliver an integrated campaign to give the people what they wanted. The campaign was success with sales of McRib sandwiches increasing 25% over the previous year as well as the recognition of a 2017 Webby Award Honoree in Best Integrated Campaign. 

IDEA AND EXECUTION

Southern California is a hub of music culture and what better way to get the word out that the McRib is returning than to tap into that energy and launch a comeback tour. Alongside the McRib, Dr Pepper was a headliner act so we dubbed it the Pork and Pepper Comeback Tour.

To deliver on our strategy, we created an ecosystem as rich and eclectic as the local music scenes with outdoor boards, broadcast and online video, as well as an interactive and experiential experience with a real live tour bus handing out tour swag. Our digital strategy targeted customers while listening to music and tailored their experience to the type of music they were listening to on sites like Spotify. 

As the Director of Digital, Matt Graber was tasked with steering the project to make sure it stayed on strategy and pushed creative and technological boundaries to achieve the best possible results for the campaign. In this case, a digital campaign to support the experiential tourbus activation and build awareness was needed. Here are the key executions we created to accomplish this. 
MICROSITE

McRibTour.com was the central hub of the Pork & Pepper Tour and allowed users to create and share their own customizable backstage tour badge to gain access to exclusive prizes at the tour bus activations. They could also follow the tour bus locations and share their badges on Social Media. Overall, the site produced great results with visitors spending an average of 3 minutes on the landing page and over 20% of them creating badges. 
BROADCAST
ANIMATED DISPLAY BANNER STORYBOARDS
THE TOUR BUS
BUZZ
CREDITS:
Digital Producer: Matt Graber
Creative Direction: DE Advertising
Development: DE Advertising