How W+K won McDonald's, then blew the doors off with Travis Scott
The story behind how Wieden won the McDonald's business, blew out the Super Bowl, and later broke McDonald's supply chain with Travis Scott and Jay Balvin. Listen to the episode here, and see the work below.
Examples of “Fan Truths” discovered during pitch
“Fan Truths” in food work, narrated by Brian Cox
“Fan Truths” in value work
The translation of “Fan Truths” into the Super Bowl opportunity
Super Bowl spot launching the “Famous Orders” platform
Building on the Super Bowl success, it was decided to focus on individual “Famous Orders” and go deep, promoting them as meal deals. Travis Scott was first and launched with this social tease.
Travis Scott meal launch spot
Tik-Tok compilation of customers blasting Sicko Mode and ordering with “You know why we’re here.”
Fan-created art
Merchandise sold
Store posters became collectors items (and sold on eBay)
The New York Times reflected on the implications of the success
