McDonald's: Honor Angus

Consumers created the 2,000 headlines for this local McDonald's Angus Burger campaign that took over all the digital billboards in Kansas City.

Kansas City ad agency Bernstein-Rein turned to local residents to step up its Honor Angus campaign. The agency asked consumers to submit their own headlines on honorangus.com and via text messages. On September 24th, 2000 of the nearly 5000 submissions went live over a 24-hour period in a takeover of the city's 13 digital billboards. The crowdsourced copywriters' names were also displayed when their respective lines appeared.

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Average user rating:
5.00
Number of user ratings:
2
Rated 5.00 Simple. Engaging. Beautifully executed throughout. This is not only an example of crowdsourcing at its best, but also an unexpected and inventive way to employ the digital billboard medium. 
American Spy, October 5th, 2009 12:07:30 pm

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Full Credits

Agency:
Bernstein-Rein
Client:
McDonald's
Executive Creative Director:
Arlo Oviatt
Group Creative Director:
Chris Corley
Art Director:
Marie Goodwin
Copywriter:
Chris Corley
Interactive Creative Director:
Anthony Magliano
Interactive Copywriter:
Aaron Weidner
Interactive Art Director:
Travis Beckham
Programmer:
Travis Beckham
Web Programmer:
Shawn Hill

Date

Oct 02, 2009

Category

OOH, Social Media, Website

Tags

fast food

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